Bet365 has been announced as the UEFA Champions League’s first official sports betting partner, marking a significant milestone. At the same time, the tournament makes its return to Vectra’s offerings, ensuring fans have access to extensive coverage and exclusive content.
Bet365 proudly steps into the spotlight as the UEFA Champions League’s first and exclusive official sports betting partner
The league has entered into a three-year agreement with the betting operator.
Switzerland—Bet365 has secured a three-year agreement to become the UEFA Champions League’s inaugural global sports betting partner. The UK-based betting company’s deal covers the men’s tournament. It includes visibility on in-game LED perimeter boards, media backdrops, and digital platforms.
After Betano’s sponsorship of Euro 2024, this marks just the second time UEFA has partnered with a bookmaker. Stoke-based Bet365 described the agreement as a “unique opportunity” to engage with top-tier European club football worldwide through various immersive initiatives. These efforts will feature what is promoted as “one of the largest ticket giveaways in the competition’s history,” running until the end of the 2026/27 season. This partnership is expected to benefit both Bet365 and UEFA, including increased brand visibility and fan engagement.
Alex Sefton, Bet365’s Global Chief Marketing Officer, stated: “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 Director of Marketing Guy-Laurent Epstein 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.”
Earlier this month, it was revealed that Stoke City Football Club is now directly owned by Bet365 co-CEO John Coates, following the demerger of Stoke City Holdings Limited and Stoke City (Property) Limited from the betting company. As a result, the club now fully owns its stadium and training facility and has cleared its debts through the deal.
The group explained that the shift in ownership structure was driven by licensing requirements and represented “the best, most sustainable way for bet365 to continue its global expansion.” The club’s Board of Directors will remain unchanged, with John Coates, Richard Smith, and Peter Coates continuing in their roles.
The UEFA Champions League has returned to Vectra’s offerings
Through an agreement with Canal+, Vectra, Poland’s largest cable operator, will provide its customers with access to channels broadcasting UEFA Champions League matches.
Vectra has begun preparing packages that will grant football fans access to Extra Channels 1-7, which are focused on the UEFA Champions League and the Canal+ 360 channel. These channels will feature all UEFA Champions League matches, as well as football programs and magazines related to the tournament. The operator will soon reveal more information about the new services and their pricing.
According to Artur Przybysz, Vice-President of Sales at Canal+ Polska, Vectra expressed great satisfaction with their partner’s choice to include Canal+ channels dedicated to the competition in their offerings.
Canal+ Polska holds the exclusive broadcast rights for all UEFA Champions League matches in Poland for the 2024/25, 2025/26, and 2026/27 seasons.
Information about the new offers, including the specific channels and the pricing, will be available on the Vectra website. Keep an eye out for more updates on this exciting news.
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