More Than a Sponsor: Making Ladbrokes Part of the Liverpool FC Story

Ladbrokes’ Liverpool FC partnership turned a world-class sponsorship platform into a season-long fan experience. Instead of relying on visibility alone, Entain Creative used genuine LFC access, fan culture and personality to create content, products and experiences supporters actively wanted to engage with.

Delivered in-house across social, paid media, PR, OOH, LFC-owned channels and loyalty, the programme included ambassador-led social films, a ‘Play on the Pitch’ fan experience at Anfield, merchandise giveaways and a bespoke Score Predictor on the LFC website. We moved the brand beyond logo placement and into moments fans cared about.

The results proved its impact: 53 million social impressions and 230,000 engagements, generating significant global media value; 41,000 Kop Corner sign-ups with 14% converting to first-time depositors; plus 18,800 Play on the Pitch opt-ins, 24.2 million combined impressions, 9.9 million OOH impacts and national PR coverage.

It deserves recognition because it shows sponsorship at its best: fan-first, commercially effective and creatively embedded, making Ladbrokes feel like it genuinely belonged in the game.