UEFA have announced a new three-year partnership with gambling company bet365, who joins as the Official Sports Betting Partner. bet365 will get brand visibility at the stadiums, on digital platforms and through other marketing campaigns. bet365 will also work with UEFA on various other giveaways and fan experiences.

Guy-Laurent Epstein, Director of Marketing at UEFA, commented,

“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. 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.”

Alex Sefton, Global Chief Marketing Officer, bet365, added,

“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.”