One of the most recognizable European sports betting brands is adding a major partnership to the list.
bet365 announced on Tuesday that it is the first-ever official sports betting partner of the UEFA Champions League, the most-watched club soccer competition in the world.
“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 global chief marketing officer Alex Sefton said. “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”
Get your free tickets
As part of a three-year agreement with the vaunted men’s tournament, bet365 will receive exposure via in-game perimeter LED boards, media backdrops, and UCL digital channels.
bet365 will also be giving fans thousands of free tickets to Champions League matches upon the launch of the partnership.
“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,” Guy-Laurent Epstein, director of marketing at UEFA, said.
“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.”
Match made
The partnership makes a lot of sense for both sides.
UCL is an annual competition amongst the top-division winners across European club soccer. Only the World Cup and Euro, both national team competitions, receive a larger viewing audience globally.
bet365, which operates in 11 U.S. markets, will be featured during an event that consists of a round-robin group stage for qualifying, followed by a double-legged knockout format and a single-led finale.
The U.K.-based online sportsbook is a partner of Stoke City FC, which moved up this season from the English Championship League to the English Premier League, the most-bet soccer federation and a member of the UCL.
