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Operator bet365 has signed a three-year sponsorship agreement with UEFA, making it the first sports betting brand to partner with the UEFA Champions League.
The deal, which will cover the men’s competition from the 2024/25 season through to the 2026/27 season, includes extensive brand exposure for bet365 across various UEFA platforms.
Under the terms of the agreement, bet365 will have its branding featured on in-game perimeter LED boards, media backdrops and UEFA Champions League digital channels.
The partnership will also see bet365 launch a large-scale ticket giveaway, offering thousands of tickets to fans in select countries for UEFA Champions League matches. This initiative is intended to increase fan engagement by providing access to high-demand match tickets.
UEFA’s Director of Marketing, Guy-Laurent Epstein, commented: “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.”
In June 2024, bet365 extended its partnership with Sports Information Services (SIS), integrating SIS’s eSoccer and eBasketball products into its betting platform. This expansion has introduced over 150,000 new events to bet365’s offerings, enhancing its range of available betting options.
