Sport Industry Group

Spurs & Liverpool place bets with new deals- 17 Aug 2012 00:00:00

Tottenham Hotspur and Liverpool FC have unveiled new partnerships with online bookmakers, ahead of the start of the 2012/13 Premier League season.

The North London club has agreed a new three year partnership with Betfred.com, which will see the bookmaker become the side’s new official UK betting partner, while Liverpool has announced two new deals with Paddy Power and 188Bet.

The two separate agreements, both of which will run until the end of the 2013/14 European season, will see Paddy Power named as Liverpool's official betting partner for the UK, Ireland and Italy while 188Bet will serve in the same role on an international basis.

According to Tottenham, the deal enables Betfred.com to utilise exclusive UK branding rights across the club's various online, digital, mobile and social media platforms.

Tottenham Hotspur chairman Daniel Levy, said: ‘We are very pleased to welcome Betfred.com as the club’s new official UK betting partner and are looking forward to working with them over the course of the coming three years to help drive their UK business.’

Betfred.com managing director Chris Sheffield added: ‘We’re delighted to enter a partnership with Tottenham Hotspur and we are determined to offer their supporters the best value all-round betting experience we can.’

Meanwhile, Liverpool Football Club managing director Ian Ayre, commented: ‘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.’