Entain-owned sports betting operator Ladbrokes has agreed a multi-year partnership with Premier League football club Liverpool.

The agreement makes Ladbrokes the club’s official betting partner in the United Kingdom and Ireland, giving the operator access to exclusive content and activation programs.

Ladbrokes will also benefit from advertising on pitchside LED screens at Anfield Stadium, and St Helen’s Stadium, which is the new home of the Liverpool women’s first team.

The new agreement adheres to the Premier League’s new code of conduct for gambling-related agreements in football, which was introduced this season to ensure more responsible gambling sponsorships.

Ladbrokes, via Entain’s Pitching In grassroots initiatives, will support local communities around Liverpool, working to grow and inspire grassroots football to improve the community’s physical and mental health, especially in areas that face higher social challenges.

“A passion for football is at the heart of everything we do, so creating this partnership with Liverpool Football Club, one of the most iconic and globally recognised names in sport, is truly special,” said Sameer Deen, chief commercial officer at Entain.

“Across our Entain brands, we are committed to working with partners that share our values and help build and enhance customer trust. In Liverpool, we have found the perfect match – sharing great heritage, ambition, and a strong commitment to serving our communities.

“Many of Liverpool’s fans are already familiar with our Ladbrokes brand, and this partnership provides us with an exceptional opportunity to delight them for seasons to come. Football is the most popular sport among our customers, and this collaboration underscores our continued dedication to the sport and its fans,” Deen concluded.

Ben Latty, chief commercial officer at Liverpool, commented: “Ladbrokes is one of the most established and well-recognised high-street betting firms, and we’re delighted to welcome them to the LFC partner family.

“This new partnership also enables Ladbrokes to continue driving forward with its local community work, using football to increase physical and mental wellbeing, particularly in areas of high social deprivation.”

Shares in Ladbrokes parent Entain plc. (LSE:ENT) were trading 1.50 per cent higher at 650.40 pence per share in London Tuesday morning.