Three-Year Agreement Marks First-Ever Sports Betting Brand Sponsorship of UEFA Champions League
23 August 2024. Kathmandu. UEFA has officially announced a groundbreaking partnership with bet365, one of the world’s foremost online betting companies, making them the official global sponsor of the UEFA Champions League for the 2024–27 commercial cycle. This marks the first time in history that a sports betting brand has partnered with the world’s most prestigious club football competition.
As part of this three-year agreement, bet365 will gain significant brand exposure across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels. This partnership aims to enhance fan engagement and provide unique experiences for football enthusiasts worldwide.
In the coming days, bet365 is set to launch the partnership with an unprecedented ticket giveaway campaign, offering fans in select countries the chance to win tickets to attend UEFA Champions League matches during the upcoming season. This initiative is expected to be one of the largest ticket giveaways in the history of the competition.
Guy-Laurent Epstein, UEFA’s Director of Marketing, expressed his excitement about the partnership: “We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League. 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 sports betting practices. We look forward to a successful partnership that not only elevates the experience for our fans but also supports efforts to protect the integrity of the sport.”
Alex Sefton, Global Chief Marketing Officer of bet365, echoed these sentiments, stating: “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 new UEFA Champions League 36-team league phase is set to kick off on 17 September, following the league phase draw in Monaco on 29 August. The partnership between UEFA and bet365 is expected to bring a new level of excitement and engagement to the competition, further solidifying the UEFA Champions League’s status as the pinnacle of club football.
About Bet365:
Bet365 is a leading global online gambling company, founded in 2000 in the UK. Renowned for its extensive sports betting platform, the company serves over 100 million customers worldwide, offering a wide range of betting options, including live sports, casino games, and poker. Known for its user-friendly interface and commitment to responsible gambling, bet365 is a trusted name in the industry.
About UEFA:
UEFA is the governing body of European football and a not-for-profit organisation which supports and ensures the world’s most popular sport continues to thrive at all levels across its 55 member associations. As part of its commitment, UEFA invests 97% of its revenue in football-related activities, projects and initiatives that ensure the continued development of the men’s and women’s professional game as well as youth, grassroots and futsal.
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