Paddy Power signs up Everton and Liverpool

Paddy Power has entered new betting partnerships with both Everton and Liverpool.

The two-season deals inked with each of the bitter footballing rivals will see the Irish betting and gaming giant offer its products to UK and Ireland consumers through the two clubs’ official websites.

Paddy Power will also create special team pages for each on its website, where fans of the two Merseyside teams will be able to receive exclusive club-related bets and offers.

A spokesman for Paddy Power said the company looked forward “to going over and above in both listening to and offering the best possible value to Everton supporters”.  He added that Liverpool FC shared Paddy Power’s “history and passion for delighting fans above all else.”

Liverpool also extended its agreement with previous global betting partner 188BET for the Asian-owned online bookie to become the club’s official international betting partner, targeting Liverpool fans outside of the UK and Ireland. Liverpool FC’s MD Ian Ayre said:  “We took the decision to invest heavily in our website in order to accommodate multiple betting partners, and that decision is vindicated in the uplift in fees.”

bwin and Manchester United also today officially launched their three-year betting partnership, after bwin first appeared as a sponsor on the football giant’s website last month. bwin replaced Betfair, which operated in the role for three seasons after taking over from Betfred.

Gambling brands will also feature prominently on the shirts of several of English Premier League clubs in the season ahead, with Aston Villa sponsored by Genting, Swansea by 32Red, Wigan by 12bet and newly promoted West Ham by SBObet. This is however less than the number of teams carrying gambling brands in the EPL last season, after Tombola’s deal with Sunderland expired this summer, West Brom decided to end its relationship with Bodog 12 months early and Sportingbet-sponsored Wolves were relegated.

Casino Choice journalist

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