Bwin launches Europa League fan activation and multimedia ad campaign
Entain-owned pan-European operator to offer fans the chance to win tickets to May’s final as well as play in an 11-a-side match coached by football legends
Bwin has launched a new sponsorship activation as part of its partnership with UEFA to offer football fans the opportunity to play in the ‘bwin Fans Final’ in Dublin.
The launch will see fans apply to make it into one of two squads, each of which will be managed by football legends, to play a game at the Dublin Arena 24 hours after the UEFA Europa League final on 22 May.
Entain-owned bwin will be launching a marketing campaign with touchpoints across digital advertising, TV, social media and CRM channels to promote the venture, with more than 70,000 fans expected to enter the competition.
Bwin said the number of applications for last year’s event had doubled following the inaugural campaign in the 2021-22 season.
Successful applicants will also be handed tickets to the final for European football’s second-tier continental club competition.
Bwin has confirmed fans can apply by either submitting a short video demonstrating their football skills or by going head-to-head with former Arsenal midfielder Robert Pires in a scores prediction game.
The prediction game will see participants awarded points for guessing the correct outcome and score of various knockout matches for the Europa League, with weekly prizes available from a €500,000 pool.
The Europa League round of 16 kicks off this week, with English sides Liverpool, Brighton and West Ham all looking to make the quarter-final stage.
Gemma Bell, Entain head of sponsorship, said: “Bwin has long been synonymous with the beautiful game with a rich history of supporting teams and tournaments across the world, from the grassroots right up to the elite.
“We’re committed to continuing this rich legacy by delivering innovative, money-can’t-buy opportunities to our sports-mad customers, with our partnership with UEFA delivering exactly this.”
Anna Kochanska, bwin head of brand, added: “We can’t wait to be bringing the bwin Fans Final to Dublin, a once-in-a-lifetime opportunity that any football fan will want to be a part of.
“The UEFA Europa League Final is set to be one of the hottest tickets in town come May, so we’re delighted to take the experience of being at the match one step further with what will be an unforgettable moment.”