Liverpool, who signed a record shirt sponsorship deal with Standard Chartered earlier this year, has agreed another lucrative partnership. The club will be backed by 188Bet, the online betting company which already has partnerships in place with Aston Villa, Chelsea, Bolton and Wigan.
The partnership will last for three years, and is expected to earn the club as much as £4.5 million.
"We are delighted to welcome 188Bet to our family of partners. Their innovative approach to betting will enhance the fan experience, in addition to benefiting good causes through the 188 Foundation," said Ian Ayre, commercial director of Liverpool Football Club.
"Given 188Bet's presence in Asia, we will develop a number of initiatives that will mutually benefit our respective organisations. 188Bet has made a clear commitment to marketing their brand through football, and we are looking forward to developing a successful partnership," he added.