Online sportsbook and casino 188Bet.com has signed a three-year deal with England’s Liverpool Football Club that will see the domain serve as the team’s official betting partner.
188Bet.com has similar agreements in place with Premier League teams Aston Villa and Chelsea and is also the official shirt sponsor for Wigan Athletic and Bolton Wanderers.
Although the terms of the deal were not disclosed, Liverpool revealed that it would aid the club’s efforts at promoting itself throughout Asia.
“Given 188Bet.com’s presence in Asia, we will develop a number of initiatives that will mutually benefit our respective organisations,” said Ian Are, Commercial Director for Liverpool.
The deal follows reigning champion Manchester United’s signing of a similar partnership with betting exchange brand Betfair while 188Bet.com revealed that the proliferation of gaming sector marketing in European soccer shows no sign of abating.
“I would expect online gaming sponsorship to grow,” said Andy Scott, Chief Executive Officer for 188Bet.com.
“Online gaming has been subject to the economic downturn but it’s been a little bit more resilient than other industries so it is an industry that has cash in its pocket and an opportunity to invest.
“As a global company, being able to hook up with such a global product as Premier League football is perfect.”