Bet365 named as UEFA Champions League’s official sports betting partner
Online heavyweight signs three-year deal that includes brand exposure on in-stadia LED boards and fans awarded free tickets
Bet365 has been unveiled as the official sports betting partner of the UEFA Champions League, as the online operator becomes European football’s top continental club competition’s first ever gambling sponsor.
The online giant and European football’s governing body, UEFA, have put pen to paper on a three-year deal through to the 2026-27 season that is rumoured to be worth in the region of £150m.
Covering the men’s competition, the deal will see the Stoke-on-Trent-headquartered firm promoted on in-stadia LED boards surrounding pitches and on media backdrops.
Bet365 will also be given brand exposure on UEFA Champions League digital channels.
To kick-off the partnership, thousands of football fans across Europe will be given the chance to experience a Champions League match day, with bet365 offering free tickets in what has been described as “one of the largest ticket giveaways in the competition’s history”.
In becoming the UEFA Champions League’s official sports betting partner, bet365 joins the commercial roster that includes PlayStation, Heineken and Mastercard ahead of a season of change.
Europe’s pan-European competion will now see 36 teams compete in a single league, as opposed to 32 teams across eight groups of four.
The total number of Champions League games this season will increase from 125 to 189, as teams play eight games in the group league and an additional knockout round added prior to the last-16 stage.
UEFA has continued to expand into sports betting partnerships in recent years, with Entain-owned bwin having recently been the Europa League and Europa Conference League’s official partner.
Kaizen Gaming’s Betano brand also served as the official sponsor of Euro 2024, to add to its World Cup 2022 and Copa América 2024 partnership deals.
It has been reported that Betano will replace bwin as the sponsor for UEFA’s second- and third-tier continental club competitions.
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.”
Guy-Laurent Epstein, director of marketing at UEFA, added: “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 operator announced the release of its latest ‘Never Ordinary’ campaign yesterday, 20 August, with the ‘Breaking News’ advert which aired prior to the opening Premier League fixture between Manchester United and Fulham on 16 August.
At the start of August, bet365 announced it had demerged Championship outfit Stoke City from the wider company, with bet365 co-CEO John Coates taking direct ownership of the Potters.