The collaboration, which is lauded as a “ground-breaking partnership” by bwin, will see the brand gain prominent branding presence in regulated betting markets around the globe.
Stephan Heilmann, Entain’s managing director digital Europe, explained: “We’re proud to be an official partner of the UEFA Europa League and the UEFA Europa Conference League alongside other major international brands.
“The partnership will provide an array of exciting opportunities to enhance our offer to our customers, creating 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.”
The agreement will see bwin gain visibility in both competitions, appearing on broadcast backdrops and in stadia, including on extensive perimeter advertising, as well as on the websites and social media of the two competitions.
Furthermore, the brand will also support UEFA in its fight against match-fixing, in order to maintain the integrity of the sport
The sponsorship rights also provide the use of content and footage from both competitions on bwin’s own platforms, along with access to tickets and hospitality at matches for its customers.
“We’re delighted to have secured bwin as the first ever official sports betting partner for one of our competitions at official partner level,” explained Guy-Laurent Epstein, marketing director at UEFA.
“As a brand that defines itself by being in touch with fans and their passion for football and clubs throughout Europe, bwin is a great fit for our competitions.
“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.
“bwin is the world leader in responsible sports betting with a rich and long-standing tradition of partnerships in football, supporting clubs, federations and competitions worldwide. Their vast experience with sponsorship activations will be an invaluable contribution for both competitions”.
This season, a total of 64 teams from 35 of UEFA’s 55 member associations participate in the two European football competitions from the group stage onwards.