UK-based betting operator Ladbrokes has partnered with Ball Street, a network of football fan channels.

Ladbrokes

The partnership will see the operator sponsoring a number of fan channels including Arsenal Fan TV and Liverpool’s Redmen TV.

In addition to the sponsorship, the partnership has also seen the launch of Ladbrokes’ #FanFriday show, which will be broadcast live every Friday on its Facebook page, and Ball Street’s YouTube channel, bringing together fan media to preview the weekend’s big games and talking points.

Elliot Hackney, head of social for Ladbrokes, said: “Fan media is an unstoppable force that continues to grow and grow. We are now seeing it become much more trusted and genuine than traditional media as it’s by fans, for fans. Ladbrokes is proud to sponsor the fan channels that pour so much of their time and energy into following their club and producing content around it. With the sponsorship of the Fan TV Channels and also the #FanFriday show, we’re excited for the season ahead.”

Matt Wilson, co-founder of Ball Street, said: “I left the top of Talksport Towers to build Ball Street from the bottom because football media was missing the fan perspective. It’s taken a lot of hard work to get to this point but the numbers that we drive now are making us hard for brands to ignore. I have worked in sports media since 2000 and this is without doubt the best sponsorship in football.”