bet365 has become the first official sports betting partner of the UEFA Champions League under a three-year contract.
The agreement covers the men’s tournament and will give the British operator significant brand visibility on LED perimeter boards, media backdrops, and UEFA Champions League digital platforms.
Alex Sefton, bet365 Global Chief Marketing Officer, commented: “As the first sports betting brand to sponsor the UEFA Champions League, we’re delighted to be joining a roster of high-profile premier brand partners at such an exciting time for the competition. bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans “Never Ordinary” experiences.”
The partnership kicks off with an initiative described by both parties as “one of the largest ticket giveaways in the tournament’s history,” offering fans a chance to access “extremely sought-after” seats. The agreement is set to run until the end of the 2026/27 season.
Guy-Laurent Epstein, Director of Marketing at UEFA, expressed: “We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club football competition with millions of passionate fans around the globe. As one of the leading online sports betting brands, with over 100 million customers, bet365 is dedicated to enhancing the excitement of sport while promoting responsible gaming practices.”
Epstein added that the football organization expects the successful partnership to not only enhance the fan experience but also support efforts to maintain the integrity of the sport.
Last year, Betano became UEFA’s first betting partner by sponsoring EURO 2024, making bet365 the second bookmaker to connect with the organization.
The new deal between bet365 and UEFA provides the bookmaker with a “unique opportunity” to access elite European club football on a global scale through a range of engaging activations, including a free-to-enter ballot for distributing thousands of tickets to fans in select countries.
Additionally, the Stoke-on-Trent-based sports betting operator has recently launched its new ad campaign titled “Breaking News,” continuing the “Never Ordinary” marketing initiative throughout the 23/24 Premier League season.
The project, created in collaboration with the creative agency Drummond Central, continues the tradition of the betting operator enhancing its sports activities to “elevate” fan engagement.
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