Liverpool FC has formed a partnership with Asia-facing sports betting operator 188Bet, marking the firm’s return to the Premier League after five years.

The top-flight club and 2019/20 Premier League champions first entered into an agreement with 188Bet between 2009 and 2015, whilst the new deal will cover a three-year period.

“We’re excited to welcome 188Bet members to Anfield to watch the live action,” said Matt Scammell, Liverpool FC Commercial Director, speaking in an official video release on the 188Bet YouTube channel.

As a result of the recommencement of the collaboration, 188Bet will benefit from Asia-focused brand awareness across perimeter LED advertising at the team’s Anfield stadium.

Furthermore, the firm will be able to leverage digital assets and marketing across Liverpool’s online platforms, in addition to gaining access to player content.

This will include contributions by club legends from both the Reds’ men’s and women’s teams, such as two-time First Division winning player John Barnes.

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.

“We are pleased to welcome back 188Bet as the official betting partner of Liverpool Football Club,” Barnes remarked, who played as a left-winger for the team between 1987 and 1997.

In an official press release, Sammell added: “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.

“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.”

Liverpool currently sit in third place in the Premier League, two places behind bitter rivals Manchester United and one place behind 2020-21 UEFA Champions League winners Chelsea.

However, the team has been lauded by many as one of the title contenders this year, although both the Manchester teams and Chelsea have also been widely picked as the clubs to lift the trophy in May.

188Bet and Liverpool reunite after five years