Bwin said that the campaign, titled Love Knows No Boundaries, is “all about the fans – bringing them together through the love of football”.
Bwin is an existing partner of the UEFA Europa League and UEFA Europa Conference League.
The multi-platform campaign will feature on TV, online and in stadiums across Bwin’s key markets.
The campaign involves a short film that features football fans from around the world discussing the experience of being a football enthusiast.
“With the Europe-wide roll out of our new campaign, we at Bwin are taking an important step towards an internationally uniform and distinctive brand positioning for customers,” said Stephan Heilmann, Bwin managing director, Europe.
“This will see us consistently position Bwin in premium environments throughout national and international football to make it visible to our customers wherever the ball is rolling.
“By partnering with the UEFA Europa League and the new UEFA Europa Conference League, as well as the DFB competitions and our club partners, we have created an important basis to emphasise our claim as market leader in terms of quality and responsibility.
“From this platform, which also includes corresponding partnerships in other countries, we aim to reach fans in regulated sports betting markets around the world.”