Betfair to target specific regions under Liverpool partnership

Betfair to target specific regions under Liverpool partnership

Wednesday, November 26, 2014 Totally Gaming

Online gaining operator Betfair is set to target consumers in a number of specific regions across Europe under a new partnership with English Premier League (EPL) top-tier football team Liverpool.

Under the agreement with the club, the terms of which were left undisclosed, Betfair will become the official regional betting partner of Liverpool in various countries across Europe.

This list comprises the UK, Ireland, Denmark, Italy, Spain and Bulgaria. 

Betfair will have access to the club’s digital platforms and will be able to use these resources to connect with supporters in each of the countries. The operator will also offer customers in the regions gaming prices on each Liverpool match.

Speaking to about the deal, a Betfair spokesperson said that the operator will use the partnership with the club to target new customers in the featured countries.

“Liverpool Football Club is a global brand generating traffic from many countries,” the Betfair spokesperson told

“The partnership will allow us to target specific regions that we are looking to grow market share in. The partnership will allow us to talk to potential customers about our unique offering, including Cash Out and Price Rush and reaching out to Liverpool fans with that messaging.

“Betfair will be looking to communicate with Liverpool fans across a number of channels. The partnership means we can deliver real-time social messaging in the build-up to Liverpool matches, and look at advertising offers and our proposition across Liverpool’s website and through emails.

“Betfair will also have access to Liverpool talent in order to bring the ‘This Is Play’ campaign to life through football.”

The spokesperson also confirmed that Betfair is considering entering into similar partnerships in the future as part of a wider effort to increase its customer base in regulated markets around the world.

“Betfair will continue to be interested in key partnerships that help communicate our supercharged betting experience within our regulated markets,” the spokesperson said.

Betfair becomes the latest online gaming operator to have entered into a partnership with an EPL team in a move that reflects a wider trend in the iGaming industry. A number of companies were able to strike deals in time for the start of the 2014-15 EPL season in August. 

Leicester City, which gained promotion to the top flight after winning the Football League Championship second-tier competition, agreed a partnership with 666Bet while Tottenham Hotspur struck a deal with Marathonbet, which is already a sponsor of fellow London team West Ham United.

Elsewhere, bookmaker William Hill entered into agreements with Aston Villa, Southampton and Crystal Palace, the Coral Interactive division of Gala Coral struck a deal with Everton, while struck a deal with West Bromwich Albion in September.


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