Liverpool FC today announced that it is entering into two new betting partnership deals with Paddy Power and 188BET.
Paddy Power will become the club's official betting partner for the UK, Ireland and Italy, with 188BET becoming the club's official international betting partner.
Both parties have signed two-year agreements, which take them through until the end of the 2013-14 Premier League season. They will both enjoy an extensive, but distinguished, suite of rights. The structure of the deals reflect the evolution in Liverpool's ability to offer fans a geo-targeted betting experience, and the club is proud to announce these two deals simultaneously.
These deals follow two other recent partnership agreements for Liverpool with Chevrolet, the club's official automotive partner, and Garuda Indonesia, the official global airline. The club has enjoyed a partnership with Paddy Power previously, whilst 188BET is the club's incumbent, exclusive global betting partner.
Ian Ayre, Liverpool Football Club's managing director, said: "We're delighted to welcome Paddy Power back to the LFC family and continue our successful relationship with 188BET.
"The betting category has always been an area where the club has enjoyed great success, particularly in the digital space. We took the decision to invest heavily in our website in order to accommodate multiple betting partners, and that decision is vindicated in the uplift in fees that we have seen.
"Liverpool FC has a huge international following so we are glad to be able to help fans enjoy their betting experience wherever they are around the world. We look forward to working with both parties to support our mutual goals."
Paddy Power, spokesperson for Paddy Power, said: "We've built our name on our commitment to offering unbeatable value and entertainment, not least through our money-back specials and justice pay-outs, which have seen us give millions back to punters over the years.
"Liverpool FC share this history and passion for delighting fans above all else and therefore we're extremely excited to partner with them."
Nigel Singer, 188BET's managing director, said: "We are delighted to extend the partnership and excellent working relationship with Liverpool FC. The club has been a key driver for us to engage football fans, both in the UK and globally, over the past three seasons.
"Liverpool FC is an iconic global sports brand and this extension of our partnership represents a perfect fit for the 188BET international brand strategy. Our continuing status as the international betting partner ensures that 188BET customers and Liverpool FC's fans, globally, will benefit from exclusive promotions, exciting content and great gaming prices on every Liverpool FC game.
"We are looking forward to working closely with the club to ensure this partnership brings continued success for both parties."
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