UEFA announce bwin as Official Betting Partner

bwin will serve as the Official Betting Partner for the Europa League and the Europa Conference League.

UEFA have inked a three-year deal with sports betting company bwin that will see the Austrian betting brand become the Official Betting Partner of the UEFA Europa League and the recently formed UEFA Europa Conference League.

As part of the deal, bwin will get international exposure by appearing in promotional backdrops of both competitions, on social media platforms and websites. In addition to this, the Austrian betting company also announced that it will work together with UEFA to promote responsible betting and combat match fixing. bwin will also get access to tickets and hospitality to create experiences for its own customers.

The Entain-owned company will also be acquiring licensed footage from the Europa League and the Europa Conference League, which it will then use on its own platforms. bwin will also launch its ‘betresponsbly.info‘ website to provide details of safe gambling tools.

Talking about the partnership, Guy-Laurent Epstein, Marketing Director at UEFA, said:

“We’re delighted to have secured bwin as the first ever Official Sports Betting Partner for one of our competitions at Official Partner level. As a brand that defines itself by being in touch with fans and their passion for football and clubs throughout Europe, bwin is a great fit for our competitions.

“The partnership with bwin allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and commercial perspective. bwin is the world leader in responsible sports betting with a rich and long-standing tradition of partnerships in football, supporting clubs, federations and competitions worldwide. Their vast experience with sponsorship activations will be an invaluable contribution for both competitions.”

Stephan Heilmann, who is Entain’s Managing Director Digital Europe, stated:

“We’re proud to be an official partner of the UEFA Europa League and the UEFA Europa Conference League alongside other major international brands. The partnership will provide an array of exciting opportunities to enhance our offer to our customers, creating unique new experiences and content. It also provides bwin with a formidable platform to reach fans in regulated sports betting markets around the world, highlighting our unparalleled combination of the best product and the most responsible environment in which to bet.”

bwin adds UEFA on its growing sponsorship portfolio that already boasts the German Football Association (DFB), with whom bwin has a deal in place since 2019, along with five Bundesliga sides – Borussia Dortmund, FC Köln, FC Union Berlin, Dynamo Dresden and FC St. Pauli.

bwin also collaborates with Liga Portugal, Belgian Jupiler Pro League and is the national sponsor of the EuroLeague basketball tournament in Greece.