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UEFA has selected the iGaming and sports betting giant bet365 as a sponsor of its UEFA Champions League. This would notably mark the first time a sports betting brand has sponsored the world’s most prestigious club soccer competition.

Bet365 Will Support the League for Three Years

Under the three-year agreement, bet365 will serve as the sponsor of the Champions League for the 2024-27 commercial cycle. As per the deal, the operator will benefit from brand exposure across stadium LED boards. In addition, the gambling company’s brand will feature in media backdrops and across UEFA’s digital channels.

According to the official announcement, bet365 will celebrate the partnership with one of the largest ticket giveaways in UEFA Champions League’s history. The giveaway is set to provide multiple soccer fans from all over the world with a shot at winning tickets for UEFA Champions League matches.

The UEFA Champions League 36-team phase is set to kick off on September 17, following the league phase draw.

An Unprecedented Agreement

Representatives lauded the partnership, expressing excitement about the unprecedented tie-up. Guy-Laurent Epstein, director of marketing at UEFA, said that his team is thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League.

Epstein lauded the operator as a leading gambling company, praising it for its international reach and commitment to providing exciting sports experiences. In addition, UEFA’s director of marketing praised bet365 for its unparalleled commitment to safer gambling.

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.
Guy-Laurent Epstein, director of marketing, UEFA

Alex Sefton, bet365’s global chief marketing officer, also commented on the matter, saying that his team is likewise excited about the arrangement. As the first sports betting brand to ever sponsor the UEFA Champions League, bet365 will join a roster of high-profile premier brand partners, Sefton added.

According to the CMO, the new deal would mark an exciting time for the UEFA Champions League, which will now be underpinned by bet365’s experience.

bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.
Alex Sefton, global chief marketing officer, bet365

Last year, UEFA selected Betano as the first-ever betting partner for the UEFA European Championship. The groundbreaking deal, however, also attracted critiques from anti-betting activists.

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