International gaming and technology company, 1XBET has secured a new partnership with Liverpool FC, taking over from BetVictor as the club’s Official Global Betting Partner. 

The partnership will see the betting company increase brand awareness thanks to advertising and branding in and around Anfield, as well as on LFC’s digital platforms. 

Alex Sommers, 1XBET spokesman, commented: “Liverpool FC is one of the world’s most iconic football clubs with a wealth of history and a huge global fanbase. We’re incredibly excited to be partnering with the club to meet our goal of bringing fans closer to the sporting action through our innovative products and supercharged betting experience.

Having been founded in 2007, the company has quickly expanded, having already acquired many prestigious sporting partnerships such as FC Barcleona, which was confirmed earlier in July. 

This newest partnership is now set to provide 1XBET with the ability to bring fans closer to the footballing world, thanks to now having access to current LFC players and legends.

The venture is also expected to add to the betting organisations rapidly growing user base, with the company already boasting the largest number of markets in pre-match and live betting odds.

Sommers concluded by stating: “We’re very proud of the relationship we have with Liverpool Football Club and we’re keen to work closely with fans around the world to bring them exciting entertainment opportunities and unique offers in the upcoming season.”