Alex Chia, WE88’s Executive Director of Partnerships, noted that this partnership is a significant milestone for the company. It combines a passion for soccer with the future of the gaming industry.
Gerrard noted that he has always believed that soccer brings people together. He described WE88 as a platform that channels this energy into improving the gaming experience and said he looks forward to being part of the build-up to the 2026 World Cup.
Who is Steven Gerrard
While playing for Liverpool, Gerrard appeared in 709 matches and scored 186 goals. From 2000 to 2014, he played for the England national team, scoring 21 goals in 114 matches.
After retiring as a player, Gerrard transitioned into coaching. He managed Liverpool’s youth teams and then the Scottish club Rangers, with whom he won the Scottish Premiership title in 2021. He then took charge of Aston Villa but was dismissed in 2022 after less than a year in the role.
This is the second time Gerrard has served as the face of an Asian iGaming operator. At the 2022 World Cup in Qatar, he represented M88 Mansion, another major platform from Southeast Asia.
What is WE88
WE88 focuses on Southeast Asian markets such as Malaysia, Indonesia, Thailand, and Singapore. The operator operates under a Curacao license. The platform offers thousands of games from well-known providers such as Pragmatic Play, Playtech, Evolution, Asia Gaming, and others. In addition, WE88 offers a full range of sports betting options through its partners CMD368, Saba Sports, and SBOBET. You can also find a large selection of 4D lotteries and arcade games that are popular in Asia.
Why It Matters
For WE88, the agreement with Gerrard addresses a specific marketing objective. Southeast Asia is one of the largest markets for Premier League betting. Liverpool has a massive following in the region, and Gerrard remains one of the club’s most iconic figures across generations.
The approach of signing well-known footballers for Asian markets is not new. M88, Bet365 and other major operators have done it before. But the 2026 World Cup, hosted across the USA, Canada and Mexico, has raised the stakes. Operators are locking in big names earlier than ever, while fan interest is still building ahead of the tournament.
For Gerrard, this is already his second World Cup ambassador deal with an Asian operator. It suggests his name carries consistent weight in the region. Whether WE88 sees real audience growth from the partnership will become clear over the coming months.
