According to SportBusiness, the top online gambling and sports betting platform company bwin has decided not to renew its three-year partnership with UEFA, which expires at the end of the 2023/24 season, covering the UEFA Europa League and UEFA Conference League.

The partnership, first signed in 2021, was a landmark agreement as bwin was the first official betting partner for the aforementioned competitions. During the three-year contract, bwin enjoyed extensive marketing and branding opportunities, including increased visibility through perimeter advertising boards and broadcast background advertisements.

The broadcasting rights for these two club competitions are sold as a package by Team Marketing, the exclusive sponsorship sales agency for UEFA men's club competitions.

It is reported that this decision represents a broader contraction of bwin's sponsorship portfolio, as its parent company Entain is dealing with the consequences of a bribery investigation, significant losses, and a decline in stock prices.