August 21 – Online bookmaker bet365 has joined the UEFA Champions League sponsorship roster for the 2024–27 commercial cycle, the first sports betting brand to sponsor the UCL.
bet365 will benefit from brand exposure across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels.
In a European market where governments in the west have increasingly become concerned about the betting company advertising and sponsorship, but in the east online bookmakers have been scrambling to secure key marketing assets, the UEFA deal is an expansion of their embrace of betting sponsorship. If you can’t beat them join them.
UEFA first dipped its toe into the betting business in November 2021 when it signed a deal with Sportradar to be the European confederation’s exclusive distributor of betting data rights.
The European confederation then followed into the footsteps of FIFA in November 2023 and fully took the plunge into sports betting sponsorship, announcing Betano as its betting partner for Euro 2024.
The bet365 partnership will launch with one of the largest ticket giveaways in Champions League history, with football fans in select countries getting the opportunity to win tickets to attend a UEFA Champions League match this season.
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.”
“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,” said UEFA director of marketing Guy-Laurent Epstein.
A key word here is integrity and UEFA has long fought a campaign against the constant threat of match-fixing in football. Of course bookmakers are also victims of match-fixing and a closer relationship with the European governing body perhaps suggests a greater trust than was previously present, particularly in identifying players, coaches and club staff involved in match-fixing.
Alex Sefton, bet365 Global Chief Marketing Officer, said: “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 draw for the new Champions League 36-team league phase kicks off on August 29 with the competition kicking off September 17.
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