The British gambling giant, bet365 has secured a landmark three-year deal to become the official sports betting partner of the UEFA Champions League.
The partnership, commencing in the 2024/25 season and concluding in 2026/27, marks a significant milestone for both parties.
As the first-ever official sports betting partner of the world’s most prestigious club football competition, bet365 will enjoy unparalleled brand visibility through in-stadium advertising, digital platforms, and other high-impact marketing initiatives. The deal positions bet365 at the heart of the Champions League experience, reaching millions of passionate fans worldwide.
Commenting on the historic partnership, Guy-Laurent Epstein, Director of Marketing at UEFA, said, “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.
“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.”
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.”
To further engage fans, bet365 will offer one of the largest ticket giveaways in the competition’s history, granting supporters the opportunity to witness the magic of the CL firsthand.
The partnership coincides with a transformative period for the ultimate European competition, as the tournament adopts a new format featuring a 36-team league and an expanded fixture list. This dynamic evolution aligns with bet365’s vision of providing fans with an enhanced and immersive viewing experience.
bet365 is a leading global online gambling group offering a wide range of products including sports betting, casino, poker, and bingo. With a strong focus on innovation and customer experience, bet365 has built a loyal customer base of over 100 million users worldwide.