Liverpool signs 188BET

188BET, the online gaming company, has agreed a partnership with Liverpool FC as it continues its quest to gain a firm foothold in the UK sports betting market.

Liverpool striker Fernando Torres
Liverpool striker, Fernando Torres

The betting firm has signed a three-year deal to replace Ladbrokes as official betting partner of the Premier League club.

The agreement is the fifth 188BET has signed with a Premier League club this year. It agreed similar partnerships with Chelsea and Aston Villa in August and became primary shirt sponsor of Bolton Wanderers and Wigan Athletic earlier this summer.

The brand is using such sponsorship deals to build the brand outside Asia, which provides the majority of its revenues.

Rival Betfair has also been ramping up its football sponsorship activity this year, signing partnership deals with FC Barcelona and Manchester United.

Liverpool recently unveiled Standard Chartered as its new shirt sponsor. The financial services firm will replace Carlsberg from next season.

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