The deal which has been signed for three years will include the brand visibility of Bwin across the lower-tier European soccer competitions in stadiums, as well as through broadcast and digital channels.
The betting brand which is owned by Entain has discussed it will work closely with UEFA to grow responsible betting.
Moreover, the deal will allow Bwin to use content and footage from both competitions on Bwin’s individual platforms. To grow fan engagement and for a good experience, the brand will also get access to tickets and hospitality.
This deal gives UEFA deeper access to marketing intelligence along with support on both sports’ integrity and commercial tools according to Guy-Laurent Epstein, UEFA’s marketing director.
UEFA has also stated that it will focus more on investing to develop an internal unit of experts and investigators and aim to clamp down on match-fixing.
UEFA has also announced that they are looking to exploit its competition data to get into the gambling sector.
“As a brand that defines itself by being in touch with fans and their passion for football and clubs throughout Europe, Bwin is a great fit for our competitions,” said Epstein.
“The partnership with Bwin allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective.”
He added, “Their vast experience with sponsorship activations will be an invaluable contribution for both competitions.”
Adam Lewis, Entain’s managing director digital, added, “The partnership will provide an array of exciting opportunities to enhance our offer to our customers, creating unique new experiences and content.”
“It also provides Bwin with a formidable platform to reach fans in regulated sports betting markets around the world, highlighting our unparalleled combination of the best product and the most responsible environment in which to bet.”