Russian bookmaker 1xbet cooperates with Liverpool FC

The current Champions League winner FC Liverpool recently announced a new advertising partnership with the Russian sports betting provider 1xBet. So far few details and details about the cooperation have been known, but the cooperation that has been agreed over several years will be included in a broad mass of advertising partnerships with gambling providers in the Premier League. The success of the partnership also depends on the British government.

Little details known so far

What some sparrows whistled from the subjects is now official. One of the most traditional and best known football clubs in the world, the English Premier League club and current Champions League winner FC Liverpool recently announced his New advertising partnership with the Russian bookmaker 1xBet. So far, little details about the exact conditions of the cooperation have been known, but it is clear that the partnership has been agreed over several years and allows the sports betting provider to advertise his advertising in addition to the digital platforms of the Liverpool in its stadium, The world famous Angend Road, to place. the partnership, which is certainly paid princely on the part of the sports betting provider, should of course also have a positive thrust on the bookmaker. The global fan scene of the Liverpool FC is to be attracted by the cooperation of 1xBet. The advertising range should also benefit from this. Alex Somers, company spokesman for 1xBet, commented on the partnership with anticipation:

“The Liverpool FC is one of the most legendary football clubs in the world with a rich story and a huge global fan base. We are extremely happy to work with the club to achieve our goal, to bring the fans closer to sport through our innovative products and an charged betting experience. ”

The Russian sports betting provider 1xBet is in the large field of football sponsorship by no means the only bookmakerthat has entered into a cooperation with an English football club from the Premier League. This development is also confirmed by statistics from the Regulus economic research institute. According to that of the study, the financial support of gambling providers to clubs from the Premier League are around 60 million $ .

Cooperation basically controversial

In politics, these partnerships Critically eyed for a long time. Those responsible from politics with interest associations regularly discuss the effects and possible damage to advertising for gambling providers on football fans. Only published last week The addiction prevention campaign Gambleaware a report about the complex influence of advertising engagement on children and adolescents, in which it came out that the 11 to 16-year-olds in particular are confronted with gambling advertising during sports broadcasts and live games. in total, 46 percent of the examination group are due to the advertising, advertising bandages and digital advertising banners came into with the sports betting providers. The partnership between the Russian bookmaker 1xbet and Liverpool FC should also contribute to this development. After all, the “Reds” can fall back on around 771 million fans around the world. The popularity of the association is one of the largest worldwide.

Legal regulations are no longer up to date

It also depends on whether the cooperation between 1xBet and Liverpool FC will ultimately pay out for the Russian sports betting provider on how the topic in British politics will be evaluated in the next few years. There were always attempts to prevent football sponsorship by gambling providers. after all, almost half of all jerseys from the premier league have embroidered with gambling providers. one of the strongest opponents of such cooperation was the high-ranking labor politician tom watson. already since 2017 He advocated a ban on gambling advertising on football jerseys. somewhat surprisingly, the politician also received support from some british bookmakers last year. in addition to william hill and ladbrokes, bet365 also expressed a ban on gambling advertising during tv games. the bookmakers cited as the reason the possible negative influence on children and adolescents. The gambling giant GVC Holdings also moved into a ban in April 2019 and also advocated a ban. If the topic is picked up again in politics and a ban is actually enforced, the partnership for the English sports betting provider 1xBet could still be found as a misalignment.