UEFA embraces betting sponsorship with bet365 deal for 2024-27 UCL cycle

August 21 – Online bookmaker bet365 has joined the UEFA Champions League sponsorship roster for the 2024–27 commercial cycle, the first sports betting brand to sponsor the UCL. 

bet365 will benefit from brand exposure across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels.

In a European market where governments in the west have increasingly become concerned about the betting company advertising and sponsorship, but in the east online bookmakers...