Interwetten has formed a long-term regional partnership Liverpool FC (LFC) in an ambition to deliver ‘emotional brand experiences’ and entertainment opportunities for football fans.

The deal is set to include offline promotions and content on the Premier League side’s digital platforms in-market.

The sports betting operator will also work on the development of a joint entertainment programme that aims to ‘puts fans at the core’ of each activation.

“We are excited to launch our partnership with Interwetten,” noted Ben Latty, Liverpool FC Commercial Director. “Together we will provide our fans in the region with new opportunities to engage with the club through innovative content and unique experiences.”

The news was announced after Liverpool FC qualified for the Champions League final, which is taking place on 28 May in Paris.

Stefan Sulzbacher, Interwetten Speaker of the Board, added: “As a reliable sports betting provider, we always strive for long-term partnerships and corporations with international reputation..

“It fills us with pride that, with the help of Onside Sports GmbH, we will have one of the most traditional and powerful club brands in the world at our side in Liverpool FC.”

In a further expansion into the sports betting market, Liverpool has previously partnered ​​with sports betting operator 188Bet in a three year contract from September 2021.

This granted 188Bet enhanced brand awareness across the Asian sports betting market via utilisation of digital assets and marketing across digital platforms, as well as access to player content.