Bet365 becomes the first company in the sector to achieve this feat, precisely in an edition marked by changes in format and regulations, which has left fans excited.
The Champions League is the main club competition in Europe, bringing together the greatest football talents in the world today. In the 24/25 season, for the first time, the competition will feature sponsorship from a betting house.
The news is that the Bet365 App betting platform took the lead and sponsored the championship, securing a deal with UEFA (Union of European Football Associations) to sponsor the entity's main competition.
With this, Bet365 becomes the first company in the sector to achieve this feat, precisely in an edition marked by changes in format and regulations, which has left fans excited.
The agreement lasts for three years, and includes brand exposure on LED panels at competition matches, as well as appearances on television and digital platforms.
Another point is that Bet365 will distribute several tickets during the season for Champions League games. The deal was celebrated by both sides, with Alex Sefton, Bet365's global head of marketing, showing great excitement.
Guy-Laurent Epstein, UEFA's marketing director, also highlighted the greatness of the betting house, which has over 100 million customers worldwide.
Betting houses sponsor clubs around the world
Betting sites have made a big impact in the world of sports, including sponsorship deals with teams. In Brazil, a survey conducted by Globo Esporte in February revealed that 68% of the masters of teams in the country's three main divisions were from the sector.
As a value comparison, Flamengo and Pixbet have the country's largest deal, worth R$ 85 million per season, in a two-year agreement. But this has not only become routine in Brazil.
In the Premier League, the main division in England, the 2024/25 season set a record, as 55% of the teams have deals with betting houses. On the other hand, in Italy, Spain, and Germany, the rules for deals are more restrictive.
Brazil is in the process of regulating betting
Brazil is working to regulate betting in the country, aiming to start 2025 with everything settled from January 1st. Thus, it opened up space for companies in the sector to express interest in receiving the operating license.
There were more than 100 requests for authorizations to the Secretariat of Prizes and Betting (SPA), but what caught the attention is that Betsat, which sponsors Vitória, was not present on the list.
It is worth noting that it is still possible to make requests, but companies that missed the deadline do not have preference. Another point is that the government will review the applications and then decide whether they will be approved or not.
The approved brands need to comply with all the rules, such as paying 30 million for the grant, valid for five years. In addition, all companies must have headquarters in the country and have a .br domain on their websites.
