In recent years, the resurgence of Liverpool FC as a significant force in domestic and European football has undoubtedly reestablished Liverpool’s sporting identity as a city. Over the past decade, the “Reds” have reemerged as one of the top clubs in the English Premier League and Europe under the guidance of Jürgen Klopp. Victory in the 2019 Champions League has reshaped the atmosphere and character of the city in myriad ways, increasing tourist and local economic investment. Liverpool’s global fanbase has expanded and regenerated, with fans from disparate countries travelling to Anfield and in Europe. Ultimately, this marked increase in visitors has boosted Liverpool’s regional and local economy.
This reignited city identity has assisted in attracting new enterprises to the region, generating employment, and fostering economic development. Most notably, the betting sector has profited, with Liverpool fans enhancing their enjoyment of games by placing wagers on results. Moreover, the re-expansion of the Liverpool FC brand has proliferated throughout markets such as South and East Asia – the advancement of technology and proliferation of online betting platforms has accommodated these fans to place wagers and activate a Netbet sign up offer – even from abroad. Ergo, this article will give an overview of how the identity of Liverpool FC and betting are mutually beneficial.
Unravelling the long-standing relationship between Liverpool and sports betting
Liverpool has a storied history relating to sports betting, with the modern era commencing with the Gaming Act of 1845. This act legalised games of skill, made cheating a crime, and deregulated some elements of gambling houses. Betting establishments became popular in the 20th century, along with the rise of football pools. In Liverpool, John Moores founded the Littlewoods retail company in 1923, which offered football bets. This steadily developed until the 1970s-1980s, when Liverpool FC experienced their ‘golden era’, winning 11 League titles and four European Cups and establishing itself as a major force in domestic and European football under Bill Shankly.
As time passed, the practice of betting exponentially increased in popularity, with betting firms opening shops throughout the city. This made it possible for an even larger audience to partake in betting on sports activities, thus boosting its appeal. In recent years, Liverpool has continued to be a hotspot for sports betting fans worldwide and is still home to several of the best-known bookies in England. The city remains one of the optimal locations for individuals seeking outlets to bet on Liverpool FC and other English teams. The resurgence of Liverpool FC under the tutelage of Jürgen Klopp has arguably reignited the city’s passion for sports betting across numerous competitions.
A look at Liverpool’s betting patterns over time
Despite a relative decline between the ‘golden era’ and the Klopp era, Liverpool has remained a prevalent force in English football. However, the form of the team across previous decades has undoubtedly influenced how fans place wagers. Liverpool’s status across several eras as ‘underdogs’ resulted in highly lucrative betting opportunities; for example, their UEFA Champions League win in 2005 was a remarkable triumph that saw the team come back from 3-0 down against Milan to win the tie on penalties.
This inherent quality of Liverpool FC to triumph against all the odds during a game has made them a highly lucrative team to place wagers on. In time, prospective bettors have placed larger bets on Liverpool to win games, and this trend has increased into the present era under Klopp. Contemporarily, Liverpool is one of the most commonly bet-on teams in Europe, with immense sums of money frequently being bet on them to win games.
What does the rise of online sports betting mean for Liverpool?
The expansion and proliferation of online sports betting have considerably benefitted Liverpool FC, providing the team with unprecedented amounts and sources of income. This is particularly beneficial in the UK – unlike many other jurisdictions, sports betting is entirely legal (albeit regulated). There is thus high potential for Liverpool FC to work with online sportsbooks to provide exclusive deals and incentives for supporters and supplement revenue streams.
Online sportsbooks can benefit Liverpool FC in attracting new supporters located across disparate continents. The global reach of sportsbooks on online platforms has innumerable advertising and sponsorship potential, particularly in the US and East, Southeast and South Asia, where Liverpool has a burgeoning, fanatical fanbase. In the modern era of the English Premier League, sponsorship deals are highly lucrative and can generate significant income streams that can fund the acquisition of new players, sporting facilities and youth development within the club. Where this mutually beneficial relationship will turn next is a highly exciting prospect for residents of Liverpool and beyond.
