Online gaming operator Betfair has established a partnership with Premier League football team Liverpool FC, becoming the club’s official regional betting and gaming partner for a number of markets.

The deal covers the UK, Spain, Ireland, Denmark, Bulgaria and Italy, all territories where the operator is licensed, and will see Betfair use Liverpool’s digital platforms to better connect with fans, as well as promoting products such as Price Rush and Cash Out.

Betfair will integrate with Liverpool’s social media accounts, advertise in matchday programmes, and gain a placement on the wifi gateway at the club’s Anfield stadium. It will also create special offers and enhanced prices for the team.

“We’re excited to be working with a club of the scale and fame of Liverpool Football Club”, Betfair brand director Mark Ody commented.

“Everything about Liverpool Football Club is iconic. The Kop, the passionate fans, the liver bird on the jersey, the entertaining football,” he said. “It’s a great match as Betfair excites consumers with a supercharged betting experience, bringing fans closer to the action through our innovative products.”

Liverpool chief commercial officer Billy Hogan said he was delighted to have partnered one of the world’s largest betting organisations.

“Regionalising partnerships means that we are able to work with brands, such as Betfair, in countries where they have the strongest presence and where our footprint can best match their brand objectives,” Hogan explained. “Ultimately this means that we can deliver relevant and engaging programs in those regions.”