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 club football competition. 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. As part of this deal, bet365 will benefit from brand exposure across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels.

Last month, the New Jersey Division of Gaming Enforcement ordered bet365 to refund over half a million dollars to customers after the regulator discovered that the operator had been tampering with odds. Bet365 illegally revised odds on nearly 200 bets, for 13 sports events, over the course of 2 years. The ruling came at a time when bet365 officially launched its sportsbook and casino services in Pennsylvania, making it the 11th state in the U.S. where the company operates.

Earlier this month bet365co-CEO assumed sole ownership of English Football League club Stoke City, following a “demerger”. The club was previously owned by bet365 and Stoke City Holdings Group.

Betano and Sportradar collaborations

In November 2023, UEFA secured Betano as the official betting partner for Euro 2024. Additionally, in 2021, UEFA partnered with Sportradar to oversee the management of its betting data rights. These steps marked UEFA’s growing openness to working more closely with betting companies, with a clear focus on promoting responsible gambling practices and maintaining the integrity of the sport.

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.”

Facing market challenges head on

UEFA’s alignment with betting companies occurs within a complex European landscape where attitudes toward gambling sponsorship vary widely. While Western European nations have increasingly imposed stricter regulations on gambling advertising, Eastern European markets remain more receptive to such partnerships. By engaging with operators like Bet365 and Betano, UEFA is attempting to balance these regional differences while securing significant sponsorship revenue that aligns with evolving global market trends. The new UEFA Champions League 36-team league phase kicks off on 17 September, following the league phase draw, which takes place in Monaco this Thursday.