Liverpool and Bayern Munich tie up with 188Bet

Deal focused mainly on the Asian sports betting market.

European heavyweights Liverpool and Bayern Munich have both signed deals with sports betting operator 188Bet. The two teams have signed three-year deals each that will give the sports betting operator visibility and brand awareness across the Asian market through the clubs’ digital platforms and give 188Bet exclusive rights to player content and digital assets.

188Bet will also get advertising pitch side at both the Allianz Arena and Anfield. Liverpool have also stated that their men’s and women’s teams’ club legends will collaborate with 188Bet to create authentic and exciting content for their Asian fans.

Speaking about the deal Matt Scammell, Commercial Director at Liverpool, said:

“To reunite with 188Bet on a new partnership in Asia is incredibly exciting for us, and we are delighted to welcome them back to Liverpool FC. We are looking forward to working with an innovative and well-established company to deliver engaging in-market collaborative content for Asian audiences to engage with.”

FC Bayern Munich’s President Asia, Rouven Kasper, spoke about the future ahead with the two organisations:

“We’re thrilled to welcome 188BET to the FC Bayern family as a regional partner and we are very much looking forward to working together in bringing great experiences to our Asian fans. Our aim is to create a strong relationship and I am sure the joint cooperation between the two brands will create amazing moments together. We are delighted to be part of this journey.”

188Bet’s Managing Director, Nigel Singer, added:

“We are pleased to be partnering once again with Liverpool FC and bringing the excitement of a world class football club to audiences in Asia. With such a rich heritage and global fan base, LFC has a lot to offer our customers, and we look forward to a successful partnership over the next three years.

“We are pleased to be partnering with FC Bayern Munich and bringing the excitement of the most successful club in German football history to audiences in Asia. We are pleased to be partnering with FC Bayern Munich and bringing the excitement of the most successful club in German football history to audiences in Asia.”

The deal reunites 188Bet with Liverpool, with whom it had previously collaborated between 2009 and 2015, and with the Bayern deal 188Bet gets to grow its sports sponsorship portfolio in Germany after having partnered with SV Werder Bremen earlier this year.