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.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here