Bet365 has made history by becoming the first official sports betting partner of the UEFA Champions League (UCL) in a landmark three-year agreement. This significant partnership, covering the men’s competition, will provide bet365 with extensive brand exposure across various UEFA platforms and digital channels, solidifying its presence in elite European club football.
Bet365 Forges Historic Champions League Partnership
Bet365 has secured a groundbreaking three-year deal to become the inaugural official sports betting partner of the UEFA Champions League. This strategic alliance, announced on August 20, 2024, marks a pivotal moment for both the betting operator and European football’s most prestigious club competition. The partnership will run until the end of the 2026/27 season.
Key Takeaways
- First-Ever Partnership: Bet365 is the first sports betting brand to officially partner with the UEFA Champions League.
- Extensive Brand Exposure: The deal grants bet365 significant visibility through in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels.
- Fan Engagement Initiatives: The partnership will kick off with one of the largest ticket giveaways in the competition’s history, offering fans access to highly sought-after seats.
- Commitment to Responsible Gaming: UEFA highlighted bet365’s dedication to enhancing the excitement of sport while promoting responsible gaming practices.
- Global Reach: This collaboration provides bet365 with a unique opportunity to access elite European club football on a global scale through immersive activations.
Strategic Brand Exposure and Fan Engagement
Under the terms of the agreement, bet365 will benefit from substantial brand exposure across various UEFA Champions League assets. This includes prominent placement on in-game perimeter LED boards and media backdrops, ensuring high visibility during matches. Furthermore, bet365 will leverage UEFA Champions League digital channels to reach a vast global audience.
Alex Sefton, bet365 Global Chief Marketing Officer, expressed enthusiasm for the partnership, stating, "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." He emphasized bet365’s long-standing football heritage and commitment to delivering "Never Ordinary" experiences for fans.
UEFA’s Perspective and Integrity Focus
Guy-Laurent Epstein, Director of Marketing at UEFA, welcomed bet365 as an official global sponsor, noting the alignment between the world’s most prestigious club football competition and millions of passionate fans. He acknowledged bet365’s position as a leading online sports betting brand with over 100 million customers, highlighting their dedication to enhancing the excitement of sport while promoting responsible gaming practices. Epstein also underscored UEFA’s anticipation of a successful partnership that not only elevates the fan experience but also supports efforts to protect the integrity of the sport.
This partnership follows Betano becoming UEFA’s first betting partner for EURO 2024 last year, making bet365 only the second bookmaker to collaborate with the organization.