Bet365 named first sports betting partner of the Champions League

Bet365 has become the first official sports betting partner of the UEFA Champions League (UCL) in a three-year deal.

Covering the men’s competition, the move will see the UK operator gain significant brand exposure on in-game perimeter LED boards, media backdrops, as well as UEFA Champions League digital channels.

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.

“bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

The partnership will be launched with what the pair described as “one of the largest ticket giveaways in the competition’s history”, giving fans the opportunity to access ‘extremely sought-after’ seats. The deal is set to last until the end of the 2026/27 season.

“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,” noted Guy-Laurent Epstein, Director of Marketing at UEFA.

“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.”

Epstein added that the football body looks forward to a successful partnership that not only elevates the experience for its fans, but also supports efforts to protect the integrity of the sport.

Last year, Betano became UEFA’s very first betting partner when it was named sponsor of the EURO 2024, meaning bet365 is only the second bookmaker to link up with the organisation.

The new deal between bet365 and UEFA is said to provide a ‘unique opportunity’ for the bookmaker 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.

In another move, the Stoke-on-Trent sports betting operator has also just launched its latest ad campaign titled ‘Breaking News’ – a follow up to its ‘Never Ordinary’ marketing initiative spanning across the 23/24 Premier League season. 

A collaborative effort between bet365 and creative agency Drummond Central, the project continues the tradition of showcasing how the betting brand evolves its momentum in sports to “elevate” the fan experience. 

Chloe Shrubb, bet365’s Global Head of Brand Marketing, commented: “I’m really excited about this creative, it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”