Bet365 has made history by becoming the first sports betting sponsor of the UEFA Champions League, securing a three-year deal that will run until the end of the 2026-27 season. This landmark agreement covers the men’s competition and will see the Bet365 brand prominently featured on online channels, in-game perimeter LED boards, and media backdrops.
Guy-Laurent Epstein, UEFA’s Director of Marketing, expressed his excitement about the partnership, stating, “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.” He emphasized that Bet365 is committed to enhancing the excitement of sports while promoting responsible gaming practices, aligning with UEFA’s values of integrity and fan experience.
The UEFA Champions League is widely recognized as the pinnacle of club soccer tournaments, making this collaboration with a sports betting operator a groundbreaking development. However, the sponsorship may present regulatory challenges in countries with strict rules on gambling advertising, such as Italy. Despite these potential hurdles, Bet365 is set to offer thousands of tickets to select matches through a free-to-enter ballot, providing fans with unique opportunities to experience the glamour of top-tier soccer.
Alex Sefton, Bet365’s global chief marketing officer, expressed his enthusiasm for the partnership, highlighting the brand’s longstanding connection to football and its commitment to delivering exceptional experiences to fans. He stated, “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 dedication to providing fans with ‘Never Ordinary’ experiences.”
Overall, the collaboration between Bet365 and the UEFA Champions League marks a significant milestone in sports sponsorship, demonstrating the evolving landscape of sports betting partnerships in elite competitions. As the tournament continues to captivate audiences worldwide, this partnership is poised to enhance the fan experience and showcase the synergy between sports and responsible gaming practices.