bet365 has signed a three-year agreement to become the first official global sports betting partner of the UEFA Champions League. This UK-based betting operator's agreement covers men's matches and will include exposure on perimeter LED boards, media backdrops, and digital channels.
Following Betano's sponsorship of the 2024 European Championship, this deal marks only the second time UEFA has partnered with a betting company. Based in Stoke, bet365 describes this deal as a "unique opportunity" to engage with top European club football globally through a series of immersive activities. These activities will include what is called "one of the biggest ticket giveaways in the history of the game," lasting until the end of the 2026/27 season.
bet365's Global Chief Marketing Officer Alex Sefton said: "As the first sports betting brand to sponsor the UEFA Champions League, we are thrilled to join the ranks of many prestigious brand partners at such an exciting event."
"bet365 has a long and successful football tradition, and this prestigious partnership reflects our commitment to bringing an 'extraordinary' experience to fans," he added.
UEFA's Marketing Director Guy-Laurent Epstein said: "We are delighted that bet365 has become the official global sponsor of the UEFA Champions League, uniting the world's most prestigious club football competition with millions of passionate fans worldwide."
"As one of the leading online sports betting brands, bet365 has over 100 million customers and is committed to enhancing the excitement of sports while advocating responsible betting behavior," he noted.
Earlier this month, it was reported that Stoke City Football Club is now directly owned by bet365 co-CEO John Coates, after Stoke City Holdings Limited and Stoke City (Properties) Limited were separated from the betting operator. The club's stadium and training ground are now entirely owned by the club, which has also cleared its debts through this transaction.
The group stated that the change in ownership model was for licensing reasons and represents "the best and most sustainable way for bet365 to continue its global expansion." The club's board will remain unchanged, consisting of John Coates, Richard Smith, and Peter Coates.
