bet365 has become the first sports betting brand to sponsor the UEFA Champions League, signing a three-year global partnership agreement.
This historic agreement will cover the sponsorship of men's matches from the 2024/25 season to the 2026/27 season.
In addition, this online gambling operator will also gain brand exposure on LED perimeter boards, media backdrops, and digital channels at European elite club football matches.
UEFA Marketing Director Guy-Laurent Epstein stated: "We are delighted 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 worldwide.
"As one of the leading online sports betting brands, bet365 has over 100 million customers and is committed to enhancing the excitement of sporting events while promoting responsible gambling behavior. We look forward to a successful partnership that not only enhances our fans' experience but also supports efforts to protect the integrity of sports competitions."
The collaboration between bet365 and the UEFA Champions League is one of the biggest ticket giveaway events in the history of the competition.
The agreement includes a series of immersive activities, including free draws, giving away thousands of tickets to fans in specific countries.
bet365 Global Chief Marketing Officer Alex Sefton added: "As the first sports betting brand to sponsor the UEFA Champions League, we are thrilled to join the ranks of many well-known brand partners at such an exciting event."
"bet365 has a long and successful football tradition, and this prestigious cooperation reflects our commitment to bringing an 'extraordinary' experience to fans."
Earlier this month, bet365 completed the divestiture of Stoke City Football Club under a new ownership model, meaning that the Champions League club is now owned by John Coates, who completed the ownership through Stoke City Holdings Limited.
