bet365 Becomes First Betting Brand To Sponsor UEFA Champions League

UEFA and bet365 announce the first sponsorship of its kind, as the sports betting behemoth becomes the first-ever betting partner of the UEFA Champions League.

The continent’s most prestigious football competition has entered into a three-year global partnership with bet365. The relationship between both brands will ensure bet365’s presence on media backdrops, LEDs and UEFA Champions League digital channels, alongside competitions for supporters, including free-to-enter ticket giveaways.

The global sponsorship agreement announced today will cover the UEFA Champions League men’s competition from 2024/25 to 2026/27. 

The partnership will kick off with one of the biggest ticket giveaways in the competition’s history to celebrate. Thousands of football fans in major UCL nations will have the chance to attend a UEFA Champions League match day.

Never Ordinary Experiences

bet365 Global Chief Marketing Officer Alex Sefton, 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, said: “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.”

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