bet365 becomes official global partner of the UEFA Champions League

UEFA has announced that bet365, one of the world’s leading online betting companies, will sponsor the UEFA Champions League for the 2024–27 commercial cycle, becoming the first sports betting brand to sponsor the world’s most prestigious club football competition.

bet365 will benefit from brand exposure across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels.

In the coming days, bet365 will launch the partnership, with one of the largest ticket giveaways in the competition’s history, with football fans in select countries getting the opportunity to win tickets to attend a UEFA Champions League match this season.

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. 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 sports betting 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.”

Alex Sefton, bet365 Global Chief Marketing Officer, 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 new UEFA Champions League 36-team league phase kicks off on 17 September, following the league phase draw, which takes place in Monaco on 29 August.