UEFA: bet365 first sports betting operator to partner the Champions League for 2024-2027

British online gaming operator bet365 has become the "first global sports betting partner" of the Champions League over the 2024-2027 cycle (three seasons), announced UEFA on 20/08/2024. This is the first time that a bookmaker has sponsored the competition.

Like the six other official sponsors of the Champions League (PepsiCo, Heineken, Mastercard, Just Eat Takeaway, PlayStation and Crypto.com), bet365 will benefit from visibility on stadium signage, interview backdrops and social networks, and will be able to give away match tickets to fans. "The partnership will be launched with one of the biggest ticket giveaways in the competition's history," explained the bookmaker, which is also a majority shareholder in Stoke City FC (Sky Bet Championship, via Stoke City Holdings Limited). From 2024-25, the Champions League will feature a new format, with the number of teams in the league phase increasing from 32 to 36, replacing the traditional group stage.

This announcement comes a week after UEFA and Crypto.com signed a partnership, making the platform the Champions League's "first…