Asia-focused sports betting operator 188Bet has forged partnerships with two top-flight European football clubs, Liverpool FC and FC Bayern Munich.

The three-year agreements with the Premier League and Bundesliga clubs will enable 188Bet to significantly enhance its European sports-oriented branding and marketing operations.

Marking 188Bet’s first Premier League sponsorship in five years, the operator will gain brand awareness across Asia via perimeter LED advertising at both Anfield and the Allianz Arena as a result of the contracts with the two teams.

Nigel Singer, 188Bet’s Managing Director, said: We are pleased to be partnering once again with Liverpool FC and bringing the excitement of a world class football club to audiences in Asia. 

“With such a rich heritage and global fanbase, LFC has a lot to offer our customers, and we look forward to a successful partnership over the next three years.”

The firm’s partnership with Liverpool represents a re-commencement of a previous relationship between the two organisations, with the 2019-20 Premier League winners collaborating alongside 188Bet from 2009 to 2015.

Commenting on the agreement with Bayern Munich, Singer continued: “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.”

Additional caveats of the agreement will see the utilisation of digital assets and branding across in-market digital platforms, as well as access to player content – including Liverpool men’s and women’s team club legends – with the goal of providing ‘authentic and exciting content’ to Asian fans and customers.

“To reunite with 88Bet ona  new partnership in Asia is incredibly exciting for us, and we are delighted to welcome them back to Liverpool FC,” said Matt Scammell, Commercial Director at 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.”

The deal is the most significant partnership secured by 188Bet since its five-year agreement with Formula One in January of last year, which granted the company the title of ‘Official Sponsor’ of F1 Asia events.

Rouven Kasper, FC Bayern München’s President Asia, added: “We’re thrilled to welcome 188BET to the FC Bayern family as a regional partner and we are very much looking forward to working together in bringing great experiences to our Asian fans. 

Our aim is to create a strong relationship and I am sure the joint cooperation between the two brands will create amazing moments together. We are delighted to be part of this journey.”