The top European football tournament has signed a three-year contract with the betting operator.
Switzerland.- bet365 has signed a three-year agreement to become the first official global sports betting partner of the UEFA Champions League. The agreement of the UK betting operator covers the men's competition and will include exposure on perimeter LED boards during games, media backgrounds, and digital channels.
Following the sponsorship of Betano of the Euro 2024, this is the second time UEFA has reached an agreement with a betting house. Bet365, based in Stoke, said the deal was a “unique opportunity” to access elite European club football on a global scale with a variety of immersive activations. These actions will include what is announced as “one of the biggest ticket draws in the history of the competition” which will extend until the end of the 2026/27 season.
Alex Sefton, global marketing director of bet365, said: “As the first sports betting brand to sponsor the UEFA Champions League, we are thrilled to join a list of high-profile associated brands at such an exciting time for the competition.” He added: “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to providing fans with ‘never ordinary’ experiences.”
For his part, UEFA's marketing director, Guy-Laurent Epstein, said: “We are delighted to welcome bet365 as the official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club football competition with millions of passionate fans around the world.”
“As one of the leading online sports betting brands, with over 100 million customers, bet365 is dedicated to enhancing the excitement of sports while also promoting responsible gambling practices,” he explained.
See also: Sportradar extends and expands its partnership with UEFA
Earlier this month, it was announced that Stoke City Football Club is now directly owned by bet365 co-CEO John Coates, after Stoke City Holdings Limited and Stoke City Limited separated from the gambling operator. The stadium and training ground of Stoke City are now fully owned by the club, which has cleared its debts through the transaction.
