SBC News Voice of the Sports Betting Industry
Bet365 hosted its final Big Ticket Giveaway Game at the UEFA Champions League over the weekend, having now given away a total 2,600 tickets to fans from online and in-person activations.
The bookmaker has been an official global partner of Europe’s top tier competition for exactly one year, and represented the Champions league’s first ever betting partnership in a deal that is set to last until 2027.
The latest edition of the tournament was held in Munich, Germany, and ahead of the final between Inter Milan and Paris Saint Germain, bet365 invited attendees to participate in a live odds experiential predictor game. The company offered the chance to win one of eight pairs of tickets for the following day’s final, leveraging the widely viewed fixture for fan engagement and outreach.
Bet365 Global Deputy Head of Brand, Ben Reeves, described the deal as a bid to create better bonds with football fans and provide greater engagement and experiences to its players.
He said: “As we approached the epic climax of our first season as an official global partner of the UEFA Champions League, we wanted to celebrate by bringing our Big Ticket Game to Munich, where fans were flocking ahead of Saturday’s showpiece final.”
Bet365 capitalising on new look UCL
The new Champions League format was met with some confusion when it was first announced, but now fans and pundits alike have had the opportunity to view how it can change the game dynamics, and there has been more widespread positive feedback.
When bet365’s sponsorship was first revealed, the operator said that the partnership gives it “a unique opportunity” to gain access to elite European club football on a global scale with a range of immersive activations – and has followed through with exactly that after just one year of collaboration.
“Having given away more than 2,600 tickets this season, we wanted to finish the season on a high by giving fans one final chance to experience the magic of the UEFA Champions League and prove again why it’s Never Ordinary at bet365,” Reeves added.
Meanwhile, Former UEFA Champions League winner Júlio César attended the event, helping players, speaking to the media and meeting with fans. César is a former Inter Milan and Brazil keeper, and won the prestigious competition back in 2009-10.
César said: “Wow, what an incredible event from bet365. A huge congratulations to everyone for putting on such a great celebration of the UEFA Champions League.
“I was lucky enough to play in a final with Internazionale, so giving fans the chance to play the Big Ticket Giveaway and attend the biggest game in club football made me so happy.”
Previous football stars that have represented the bookmaker at these ticket giveaways include the likes of former Arsenal defender Sol Campbell, who similarly met with fans at Potters Field Park prior to the quarter finals.
Bet365 highlighted that fans of both Inter Milan and PSG were amongst the sixteen winners that day, with some attendees travelling as far as Brazil and New York to play.
Champions League over but football focus remains
The UEFA Champions League is one of sport’s most prestigious tournaments. Europe’s elite club competition is one of the most-viewed tournaments in the world; with the final generally attracting around 200 million viewers each year – over four times more than the Super Bowl – and more than 100 million each game.
However, with the Champions League having now come to an end following PSG’s 5-0 victory, bet365 now sets its sights on upcoming tournaments, such as this summer’s Club World Cup.
To prepare for this competition in particular, the operator has just formed a partnership with Incentive Games to release ‘The Tournament Predictor’ ahead of the first game on 14 June.
A bet365 spokesperson said: “As the revamped Club World Cup kicks off in June, bet365 are delighted to announce the addition of the free-to-play Tournament Predictor game, in collaboration with Incentive Games, with plenty on offer to new and eligible customers.
“The latest in our portfolio of engaging free-to-play games, we’re confident that global football fans will enjoy testing their prediction skills against fellow fans.”
