bet365 has become the first-ever sports betting brand to sponsor the UEFA Champions League in a three-year global partnership deal.
The historic agreement will cover sponsorship of the men’s competition from the 2024/25 season to the 2026/27 season.
In addition, the online gambling operator will receive brand exposure on in-game perimeter LED boards, media backdrops and the digital channels of the elite European club football competition.
Guy-Laurent Epstein, Director of Marketing at UEFA, commented: “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. 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.”
The partnership between bet365 and the Champions League is being launched as part of one of the largest ticket giveaways in the competition’s history.
A range of immersive activations are part of the agreement, including a free-to-enter ballot to give away thousands of tickets to fans in select countries.
“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,” added Alex Sefton, Global Chief Marketing Officer at bet365.
“bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”
Earlier this month, bet365 completed a demerger at Stoke City FC as part of the new ownership model, meaning the Championship club is now owned by John Coates, who completed ownership of the club through Stoke City Holdings Limited.
