Bet365 becomes first official betting partner of the UEFA Champions League

Bet365 has been announced as the first official betting partner of the UEFA Champions League, following a three-year agreement that spans from the 2024-25 season to 2027. This partnership will see the Bet365 logo prominently displayed across all in-game media and official digital platforms.

As part of the collaboration, Bet365 and UEFA will also host a joint prize draw, allowing fans the opportunity to win complimentary tickets to matches. Alex Sefton, Bet365’s global marketing director, expressed enthusiasm for the collaboration, stating, "As the first sports betting brand to sponsor the UEFA Champions League, we are excited to join the League’s prestigious global partners."

UEFA’s chief marketing officer, Guy-Laurent Epstein, noted that this agreement will foster a connection between Bet365 customers and the Champions League. He emphasised, “As one of the leading online sports betting brands with over 100 million customers, Bet365 is dedicated to enhancing sports engagement while promoting responsible gaming practices.”

The 2024-25 season will also mark the 70th anniversary of the UEFA Champions League, during which a new competition format will be introduced. All qualifying teams will participate in the group stage, with the draw scheduled for August 29. The top eight teams will automatically qualify for the knockout stages and the last 16. Teams ranked ninth to 24th will compete in a two-legged playoff to join them, while those ranked 25th and below will be eliminated.

The knockout stage will feature 16 teams competing in quarter-finals, semi-finals, and a final.