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Liverpool wagers on regional partnership with Betfair

English Premier League football club Liverpool has entered into a regional partnership with online betting and gaming company Betfair.

Under the deal, the terms of which were not disclosed, Betfair will become the club’s official betting partner in the UK, Ireland, Spain, Denmark, Bulgaria and Italy.

Betfair will utilise Liverpool’s various digital platforms to connect with supporters across the regions.

Billy Hogan, Liverpool’s chief commercial officer, said: “Regionalising partnerships means that we are able to work with brands such as Betfair in countries where they have the strongest presence and where our footprint can best match their brand objectives. Ultimately this means that we can deliver relevant and engaging programs in those regions.”