September 21 – Asian online bookmaker 188Bet has signed three-year partnerships with Liverpool and Bayern Munich football clubs.
It is 188Bet’s first Premier League deal for five years. The bookmaker previously had a deal with Liverpool from 2009 to 2015. Two years ago 188Bet ended its betting market activity in the UK and Ireland saying that the market was too saturated.
Now 188Bet has returned to the English league for its marketing opportunities.
The bookmaker has similarly used the Bundesliga for promotion, having become a kit sponsor of Werder Bremen in February.
The Bayern and Liverpool deals will give 188Bet will brand presence across perimeter LED advertising at both Anfield and the Allianz Arena. Both clubs will also develop a range of exclusive digital content with 188Bet who will have access to first team men’s and women’s players.
Matt Scammell, commercial director at Liverpool, said: “Having the opportunity to reunite with 188Bet on a new partnership in Asia is incredibly exciting for us, and we are delighted to welcome them back to Liverpool FC.
“We are looking forward to working with an innovative and well-established company to deliver engaging in-market collaborative content for Asian audiences to engage with.”
Commenting on the agreement with Bayern Munich, Nigel Singer, 188Bet’s Managing Director, said: “We are pleased to be partnering with FC Bayern Munich and bringing the excitement of the most successful club in German football history to audiences in Asia.
“With such a rich heritage and global fanbase, FC Bayern Munich and the Bundesliga has a lot to offer our customers, and we look forward to a successful partnership over the next three years.”
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