UEFA reveals bet365 as Champions League sponsor

UEFA has agreed a new sponsorship deal with British gambling brand bet365.

The agreement, which runs until the end of the 2026/27 season, sees the company become the first sports betting brand to sponsor the UEFA Champions League.

bet365 will sponsor the men’s competition, and will receive brand exposure on in-game perimeter LED boards, media backdrops and across the Champions League’s digital channels.

The two organisations have announced that they will be unveiling the largest ticket giveaways in the competition’s history as part of the partnership launch.

The deal, which is the UEFA Champions League’s first foray into gambling sponsorship, comes at a time when the betting industry is under the spotlight in football. The Premier League is already moving towards a voluntary ban on gambling shirt sponsorships in 2026, and gambling advertising is prohibited in Spain, the home country of the current Champions League holders.

Guy-Laurent Epstein, Director of Marketing at UEFA, said, “We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club football competition with millions of passionate fans around the globe.

“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. 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.”

Alex Sefton, bet365 Global Chief Marketing Officer, added “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 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

UEFA currently has eight global Champions League sponsors in place, including PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo.