United Kingdom-based gambling giant Bet365 has been confirmed as the official betting partner of the UEFA Champions League.
The European governing body of club soccer announced the landmark deal on Tuesday, with the agreement covering the men’s competition from the current 2024/25 season through to 2026/27.
Bet365’s established branding will now be added to the Champions League’s existing lineup of sponsors including Heineken, Mastercard, FedEx, and Just Eat. The company will gain enhanced exposure to a vast global audience across in-game perimeter LED ads, media backdrops, and official digital channels.
The agreement means Bet365 becomes the first sports gambling brand to sponsor “the “world’s most prestigious club football competition” and as part of the venture, the sports betting and online casino provider will offer ticket giveaways for fans on its own platform.
Guy-Laurent Epstein, UEFA’s marketing director, welcomed the latest commercial partnership for the organization. He said, “With over 100 million customers, Bet365 is dedicated to enhancing the excitement of sport while promoting responsible sports betting practices.”
Alex Sefton, Bet365 Global Chief Marketing Officer, commented “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.”
The main stage of the competition commences on September 17 with the introduction of the new 36-team league phase.
At odds with soccer leagues over betting sponsorship
UEFA’s decision to onboard a major gambling brand as a sponsor comes at a time when there is increasing skepticism about the role of gambling advertising in soccer, in Europe.
At present, many nations prohibit the display of betting brands on team jerseys so visiting teams will often have to wear an alternative logo, or one at all. In England, the top leagues have reached a collective, voluntary agreement on gambling sponsorship, even after Premier League clubs agreed to phase out gambling shirt sponsorship by the end of next season, 2025/26.
It’s clear UEFA isn’t traveling in the same direction, going against the grain on betting sponsorships across key European markets.
Image credit: Via Ideogram
