Bookmaker bwin has decided not to renew its partnership with UEFA, which included sponsorship of the Europa League and Conference League.
Initially signed in September 2021, the agreement marked bwin as the first official betting partner for these two tournaments. Over the three-year contract, bwin enjoyed significant marketing and branding opportunities, including prominent advertising presence in stadiums.
The sponsorship rights for the two club competitions are managed as a combined package by Team Marketing, UEFA’s exclusive sponsorship sales agency.
Reports suggest that a new betting partner has already been secured, with an agreement expected to be signed before the upcoming season begins. This new deal is anticipated to be more comprehensive than the previous one.
It’s worth noting that bwin’s parent company, Entain, was involved in a corruption scandal. In December 2023, CEO Jette Nygaard-Andersen resigned following a £615 million compensation order for failing to prevent bribery at its former Turkish subsidiary, part of a deferred prosecution agreement with the UK Crown Prosecution Service. This incident led to a 49.1% drop in Entain’s share price and contributed to a £842.6 million loss in 2023.
Entain also owns the Ladbrokes and Coral brands.
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