Liverpool have announced that Betfair has signed up to become the club's official betting partner.

The two parties will join forces via digital platforms in the UK, Republic of Ireland, Spain, Denmark, Bulgaria and Italy.

"We are delighted to be joining forces with one of the world's largest online betting organisations," Liverpool's chief commercial officer Billy Hogan told the club's official website.

"Regionalising partnerships means that we are able to work with brands, such as Betfair, in countries where they have the strongest presence and where our footprint can best match their brand objectives. Ultimately this means that we can deliver relevant and engaging programmes in those regions."

On the pitch, Liverpool have struggled as they currently sit 12th in the Premier League table.