Gambling website Bet365 has been named as an official global sponsor of the UEFA Champions League for the next three years, in a move which marks the popular football competition’s first foray into gambling sponsorship.
The global partnership will include exposure on in-game perimeter LED boards, media backdrops and the portfolio of UEFA Champions League digital channels.
The partnership will be ushered in with one of the biggest ticket giveaways in the competition’s history, with thousands of fans in some of the tournament’s biggest nations set to receive access to highly sought-after seats.
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“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,” said UEFA director of marketing Guy-Laurent Epstein.
“As one of the leading online sports betting brands, with over 100 million customers, bet365 is dedicated to enhancing the excitement of sport while promoting responsible gaming practices. We look forward to a successful partnership that not only elevates the experience for our fans but also supports efforts to protect the integrity of the sport.”
Running through to the end of the 2026-27 season, the deal will exclusively cover the men’s competition and will be amplified via a range of activations over the coming seasons.
Bet365 global chief marketing officer Alex Sefton added: “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 commitment to giving fans ‘Never Ordinary’ experiences.”