September 7, 2021 3 min read


Bwin Teams up with UEFA for Europa League and Europa Conference League

UEFA signed a fresh three-season partnership with bwin, a sports betting brand, with the operator now visible during Europa Conference League and Europa League games.

Bwin Expands Its Partnership with UEFA’s Leagues 

Bwin has become an official partner to UEFA’s Europa League and Europa Conference League. As a result, Entain’s operator signage will be visible during broadcasts and advertising boards during games. The bwin intellectual property will similarly show throughout the competitions’ social media and websites. 

Bwin will further benefit from direct access to UEFA video footage for the two tournaments, offering the operator numerous opportunities to develop exclusive marketing assets. The betting brand will further have access to tickets and hospitality, which can be extended back to customers in special activations on social media. 

As part of its priority, bwin will put a lot of effort into responsible gambling, reflecting Entain’s own commitment to improving the betting environment globally. Entain was the biggest donator to GambleAware in the United Kingdom in the first quarter. To this end, the betting brand is launching its website that will provide general counsel to people who want to find out more about responsible gambling. 

Responsible Gaming in the Center of the Partnership 

The site will also focus on tools developed specifically to this end. Entain is committed to assisting customers in exercising responsible and safe gambling. In July, Entain revealed an initiative designed to protect vulnerable esports players. Commenting on the tie-up between bwin and UEFA, the football organization’s marketing director, Guy-Laurent Epstein, said:

“The partnership with bwin allows Uefa to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and commercial perspective.”

He further touted bwin’s commitment to responsible sports betting and congratulated the platform on its many successful partnerships in football. Bwin has been actively seeking to establish stronger ties with various organizations from the world of soccer, including numerous Bundesliga teams. “Their vast experience with sponsorship activations will be an invaluable contribution for both competitions,” Epstein added. 

New Products for Fans on Their Way 

Entain managing director for digital in Europe Stephan Heilmann welcomed the partnership and said it would be an opportunity to enhance bwin’s offer to customers and create “unique new experiences and content.”

“It also provides bwin with a formidable platform to reach fans in regulated sports betting markets around the world, highlighting our unparalleled combination of the best product and the most responsible environment in which to bet,” Heilmann added. 


Stoyan holds over 8 years of esports and gambling writing experience under his belt and is specifically knowledgeable about developments within the online scene. He is a great asset to the team with his niche expertise and continual focus on providing our readers with articles that have a unique spin which differentiates us from the rest.

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