Bet365 unveils first activation in Champions League betting partnership
Operator announces ticket giveaway on 31 August in addition to in-person fan events across the UK as firm taps Clarence Seedorf and Stiliyan Petrov as hosts
Bet365 has announced its first activation in tandem with UEFA after becoming the official sports betting partner of the Champions League.
The operator is set to launch “one of the largest ticket giveaways in the competition’s history” on 31 August, with matchday one of the competition’s new-look league phase due to take place on 17 September.
The company will give away more than 3,000 tickets for Champions League matches over the course of the 2024-25 season as part of its commercial relationship with the competition.
There are 20 free tickets on offer per match, with bet365 players able to access free-to-enter ticket draws on the bet365 app.
The operator will also host in-person fan challenge and ticket giveaway events in London and Birmingham on 29 August.
One event will be hosted by four-time Champions League winner Clarence Seedorf and the other hosted by former Aston Villa captain Stiliyan Petrov.
Alex Sefton, global chief marketing officer at bet365, 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 tournament.
“Bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”
Bet365 was named as the official sports betting partner of the Champions League earlier this month, becoming the competition’s first-ever gambling sponsor.
As part of the three-year deal, estimated to be worth about £150m, bet365 branding will appear on LED boards in the stadiums of Champions League teams. The operator will also receive exposure on UEFA’s digital channels.
The 2024-25 season will be the first year of the competition’s expanded format, increasing from 32 teams to 36.
As a result, the number of games played will rise to 189, with teams playing eight games in the league phase, as well as an extra knockout round before the last 16.