Bet365 becomes first Uefa Champions League betting partner
The three-year deal covers the men’s Champions League from the 2024-25 season until the 2026-27 campaign. Bet365 will work with Uefa on a range of activations as part of the new partnership.
The operator will gain exposure with its brand plastered across media backdrops, in-game perimeter LEDs and official digital channels.
In addition, Bet365 and Uefa will run a joint giveaway offering fans the chance to win free tickets to matches.
“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 global chief marketing officer Alex Sefton said.
“Bet365 has a long and successful football heritage. This prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”
UEFA’s director of marketing, Guy-Laurent Epstein said that the deal will help unite Bet365 customers with the Champions League.
“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,” Epstein said.
“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.”
All change for the Champions League
The 2024-25 season marks the 70th edition of the Champions League. This year, the format of the competition is changing from traditional group stages to a league.
All qualifying teams will take part in the group stage, with the draw for this due to take place on 29 August. The top eight sides will automatically qualify for the knockout phase and receive a bye to the round of 16. Teams placed ninth to 24th will play two-legged first round play-offs to proceed to the round of 16.
Those placed 25th and below will be eliminated. Previously, some teams that were eliminated at the group stage were entered into Uefa’s other European club competition, the Europa League. However, this will no longer be the case.
Format for the round of 16, quarter-finals, semi-finals and final will remain unchanged.