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1xBet adds Liverpool to sponsorship portfolio

English Premier League football club Liverpool has signed a sponsorship deal with online betting company 1xBet.

The multi-year deal names 1xBet as the official global betting partner of Liverpool. Under the agreement, supporters will benefit from exclusive offers.

In return, 1xBet will receive stadium branding at Anfield and promotion on Liverpool’s digital platforms. The company will also receive access to first-team players and club legends.

The deal comes after 1xBet last week signed a global partnership with Spanish LaLiga team Barcelona. The five-year contract runs from 2019-20 to 2023-24, with 1xBet set to replace Betfair in the role.

1xBet also holds partnerships with the likes of Premier League club Tottenham Hotspur and Italy’s Serie A.