Sports betting: 188Bet, regional partner of FC Bayern Munich and Liverpool FC in Asia (2021-2024)

Isle of Man-based sports betting operator 188Bet has become a regional partner of FC Bayern Munich (Bundesliga) and Liverpool FC (Premier League) for the Asian market for three seasons (2021-2024), announced the clubs on 17/09/2021.

Through these agreements, the betting operator will be displayed on signage at Anfield and the Allianz Arena thanks to digital overlay technology, which enables geolocalised virtual advertising. Both clubs will develop a variety of exclusive digital content with the help of 188Bet, which will also have access to the image rights for both Bayern Munich and LFC's men's and women's first team players.

The bookmaker was previously a partner of Liverpool FC from 2009-2016. Despite several partnerships with Chelsea FC and Manchester City FC, 188Bet left the UK market at the end of 2015-16 and entered into agreements in the Bundesliga, notably as a sleeve sponsor of SV Werder Bremen (now in the 2.Bundesliga). The sports betting operator is also in partnership with Formula One Group for the Asian market (2020-2024).