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Asian online sportsbook operator 188Bet has replaced the United Kingdom's largest bookmaker as sponsor for Liverpool FC according to reports.
188Bet chief executive Andy Scott said: "The strong heritage of the club coupled with its passionate and loyal global fan-base will allow us to reach a broad international audience."
Liverpool FC commercial director Ian Ayre added: "[188Bet's] innovative approach to betting will enhance the fan experience, in addition to benefiting good causes through the 188 Foundation."
The agreement is the fifth 188BET has signed with a Premier League club this year. It agreed similar partnerships with Chelsea and Aston Villa in August and became primary shirt sponsor of Bolton Wanderers and Wigan Athletic earlier this summer.
Alistair Prescott, Gambling911.com
