The end goal: What bwin’s coveted UEFA sponsorship could mean for the industry

Against a backdrop of regulatory headwinds and fan fatigue towards gambling advertising, UEFA teamed up with bwin in a multi-year commercial deal. So, what’s in it for both sides?

Entain caused quite the furore recently when the FTSE 100 operator secured a landmark, three-season sponsorship with European football’s governing body, UEFA. The deal saw Entain’s bwin brand become an official partner of both the Europa League and the newly formed Europa Conference League on 7 September. In a world of increasing draconian advertising laws…

bwin | Entain | Football | Marketing | Matt Zarb-Cousin | Sponsorship | UEFA