UEFA names Bet365 as Champions League's inaugural betting sponsor

UEFA has announced bet365 as the first sports betting brand to sponsor the UEFA Champions League (UCL) starting from 2024/25 until the end of the 2026/27 season. As part of the three-year deal, bet365 will sponsor the men’s competition, advertising its brand on in-game perimeter LED boards, media backdrops, and UCL digital channels.

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.”

To celebrate the launch of the partnership, UEFA and bet365 have planned one of the largest ticket giveaways in the competition’s history, according to a press release. This giveaway will involve bet365 providing access to some of the "most sought-after" seats in European football. 

“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,” added Alex Sefton, Global Chief Marketing Officer at bet365. “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

Despite being a first, the partnership is not free of the regulatory challenges that come with the gambling industry. For instance, gambling advertising is prohibited in Spain, a country that has produced six out of the last 10 winners.