Once considered taboo, professional leagues now see sports betting as a partnership — not a problem. The latest evidence came Monday when bet365 became the first official sports betting partner of the UEFA Champions League (UCL).
Fans will see bet365 Sportsbook branding on in-game perimeter LED boards. Press conferences and post-game interviews will have bet365 logos in the background.
“We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club soccer competition with millions of passionate fans around the globe,” UEFA Marketing Director Guy-Laurent Epstein said.
The global sponsorship agreement covers the UEFA Champions League men’s competition from 2024-25 through the end of the 2026-27 season. The partnership includes free-to-play games and ticket giveaways in select countries.
“bet365 has a long and successful soccer heritage, and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences,” the gaming company said in Tuesday’s announcement.
‘Integrity of the Sport’
Epstein credited bet365 Sportsbook for “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,” he said.
The UEFA pact is huge for bet365 in Europe, but the app also has a growing presence in the United States, where the NFL dominates viewing — and betting — interest.
Andrew Brandt is director of Villanova University’s Moorad Center for the Study of Sports Law. He told PBS News Weekend anchor John Yang that sports law has undergone a “sea change” in the US because of sports betting.
“Leagues, teams, owners can embrace sports betting. They’re investors in sports betting,” Brandt told Yang, later adding:
“I mean, listen, what sports leagues are always trying to do is attract a younger, more technical audience. What brings in a younger, more technical audience? It’s gambling, it’s bets.”
About bet365, UEFA Champions League
As the first sports betting brand to sponsor the UEFA Champions League, bet365 said it’s “delighted to be joining a roster of high-profile premier brand partners at such an exciting time for the competition.”
The UEFA Champions League opened on July 9, 2024, and matches continue through the May 31, 2025, final. Playoffs began Tuesday and Wednesday, Aug. 20-21, then resume Aug. 27-28.
Teams advance to the knockout round in mid-February 2025. Munich hosts the final for Europe’s 70th season of top club competition.
UEFA changed the format for the 2024-25 group stage:
- 36 clubs
- Four home and four away matches.
- The top eight advance to the round of 16.
- UEFA sends club teams finishing in spots 9-24 to the knockout round playoffs. Those winners join the last 16.
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