- bet365 has been named as the first ‘official betting partner’ of the UEFA Champions League.
- The Champions League Final rivals the Super Bowl as the biggest single day betting event in the world.
- bet365 is a huge presence internationally, and they’ve scrapped their way to access in 11 US states.
bet365 has made history by signing a three-year agreement to become the first official sports betting partner of the UEFA Champions League (UCL), Europe’s most prestigious club soccer competition. This groundbreaking partnership will see the British sportsbook take a prominent role in one of the world’s most-watched sporting events, marking a significant milestone for both the company and the competition.
As part of the deal, bet365 will secure leading sponsorship rights for the men’s competition, ensuring high visibility through in-game perimeter LED boards, media backdrops, and the UCL’s digital channels. This extensive exposure provides bet365 with an unparalleled opportunity to connect with soccer fans across Europe and beyond, further solidifying its position as a global leader in sports betting.
The partnership is not just about visibility; bet365 plans to engage fans with a variety of immersive activations. One of the most notable initiatives will be a free-to-enter ballot offering thousands of tickets to fans in select countries—a move that is set to be one of the largest ticket giveaways in the history of the UEFA Champions League. This initiative aligns with bet365’s commitment to providing fans with “Never Ordinary” experiences, a concept that underscores their innovative approach to sports betting.
Alex Sefton, bet365’s Global Chief Marketing Officer, expressed enthusiasm about the partnership: “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.”
UEFA’s director of marketing, Guy-Laurent Epstein, also highlighted the significance of the collaboration: “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.”
This deal comes as bet365 continues to expand its presence in the U.S. market, where European soccer is gaining increasing popularity. With its recent launch in Pennsylvania, bet365 now operates in 11 U.S. states, marking its fourth state launch in 2024 after successful entries into Louisiana, Indiana, and North Carolina. The company’s expansion into Pennsylvania was made possible through a partnership with Presque Isle Downs & Casino, a subsidiary of Churchill Downs Incorporated.
The partnership with UEFA Champions League will span bet365’s regulated markets globally, including the U.S., where the competition’s viewership continues to grow. The deal is expected to enhance bet365’s brand recognition and customer engagement across these markets, particularly as European soccer gains more traction among American sports fans.
By securing this landmark partnership, bet365 not only strengthens its position as a dominant player in the sports betting industry but also reaffirms its commitment to providing unique and engaging experiences for soccer fans worldwide. As the partnership unfolds over the next three years, fans can look forward to exciting new ways to engage with the UEFA Champions League, all underpinned by bet365’s innovative and responsible approach to sports betting.
