bet365 becomes first-ever sports betting brand to sponsor UEFA Champions League

bet365, one of the world’s leading online betting companieshas announced a historic sponsorship agreement, becoming the first official sports betting partner of the UEFA Champions League (UCL).

The three-year global partnership covers sponsorship of the men’s competition, with brand exposure on in-game perimeter LED boards, media backdrops and UEFA Champions League digital channels.

The partnership will be launched with one of the largest ticket giveaways in the competition’s history. Thousands of football fans in some of the biggest UCL nations, which also includes Malta, will be given the opportunity to experience a UEFA Champions League match day, with bet365 providing access to some of the most sought-after seats in football.

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, said: “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.”

The global sponsorship agreement covers the UEFA Champions League men’s competition from the 2024/25 season through to the 2026/27 season. The partnership provides a unique opportunity for bet365 to unlock access to elite European club football on a global scale with a range of immersive activations, including a free-to-enter ballot to give away thousands of tickets to fans in select countries.