bet365 has signed a three-year deal to become the first official sports betting partner of the UEFA Champions League (UCL), Europe’s biggest continental soccer competition.
The British sportsbook will become a leading sponsor of the men’s competition and will get prominent visibility through in-game perimeter LED boards, media backdrops and the UCL’s digital channels.
The operator said in a release that the partnership gives it “a unique opportunity” to gain access to elite European club soccer on a global scale with a range of immersive activations. Those will include a free-to-enter ballot to give away thousands of tickets to fans in select countries, one of the largest ticket giveaways in the competition’s history.
“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,” said bet365 Global Chief Marketing Officer Alex Sefton. “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”
“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,” added Guy-Laurent Epstein, director of marketing at UEFA. “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.”
bet365 continues U.S. expansion
bet365 has a long soccer betting history in its home U.K. market. The UCL deal will span its regulated markets across the world, including in the U.S., where European soccer continues to grow in popularity and visibility.
bet365 currently offers sports betting in 11 U.S. states following its launch in Pennsylvania in July. It has market access in the state through a partnership with Presque Isle Downs & Casino, a subsidiary of Churchill Downs Incorporated, that it struck way back in January 2023
Pennsylvania was bet365’s fourth state launch in 2024, after Louisiana, Indiana and North Carolina.
