Champions League sponsorship from bet365 starts with big ticket raffle
It has long been perfectly normal for gambling companies to sponsor football teams or even entire leagues. However, when one of the largest sports betting providers in the world cooperates with the most important international football competition at club level, it does make waves: This is underpinned by the global partnership between bet365 and the Champions League until 2027 announced at the end of August. The British bookie is not only the first ‘betting partner’ of the tournament, the collaboration also begins with a bumper promotion for its customers.
The news that BVB will be supported by StarGames as one of its main partners in the 2024 / 25 Bundesliga season was quite something, as (as the club itself says) hardly any other German club in this class works so extensively with an online casino. The cooperation between the DFB Cup, the second most important competition in German football, and Tipico also carried some weight - and not least caused some criticism. However, the announcement that bet365 is sponsoring the Champions League is a completely different story and is likely to come as an even bigger surprise to many than the merger between Betano and UEFA for this year's European Football Championship.
As UEFA announced in a press release, there will be a new sponsor on board for the start of the league phase of the Champions League on 17 September 2024. None other than bet365 will be ‘the first betting partner of the world's most prestigious club football competition’. In fact, the premier league is one of the few major football events that has never before partnered with companies from the sports betting sector. The partnership comes with the typical benefits for the organising football association and the bookie. But the fans should not go away empty-handed either: First of all, ‘one of the largest ticket programmes in the history of the competition’ will ensure this.
This is what the cooperation between the UEFA Champions League and bet365 will look like
The press release does not provide many details about the new partnership. The exact financial dimension remains in the dark, as is usual with such agreements. However, certain conclusions can be drawn from comparable deals. For example, competitor Betano reportedly paid a sum in the high eight-figure range as part of its partnership with UEFA for the 2024 European Football Championship. It is therefore realistic to assume that bet365 paid a similar or even higher sum to secure this prestigious position in return for exclusive status as the first official betting partner of the Champions League.
What bet365 receives in return is described in more detail in the UEFA press release. The bookie's logo will be displayed on the LED boards around the pitch during matches - a common practice already familiar from other major sponsors such as Heineken and Mastercard. In addition to the classic pitch-side presence, the brand will also be displayed on media screens used during interviews and press conferences.
The agreed visibility in the UEFA Champions League's digital channels is likely to be even more significant. This includes the official social media accounts as well as the competition's website and app. As a result, bet365 could not only attract attention during the live broadcasts of the matches, but also be visible in online highlight clips, pre-match reports and background analyses.
How does the ticket raffle work?
For the many bet365 customers and Champions League fans, the news about ‘one of the biggest ticket programmes in the history of the competition’ is of course particularly interesting.
So much for the core facts. And how exactly does it work? As follows:
- Entry requirements: To take part in the prize draw, users must either log into their existing bet365 account or create a new account. On the promotion page, they can then select the desired match for which they would like to win tickets. You are then already in the draw.
- Promotion period: There is a clearly defined participation period for each game raffle. Within this period, users must click on the ‘Choose your game’ button on the promotion page and then register for the respective draw (as described above).
- Notification of winners: The winners will be informed by e-mail no later than three days after the end of the respective draw. Please note that a reply to this e-mail must be sent within 24 hours in order to confirm the win on the part of the participants.
- Deadline for prize confirmation: If a winner fails to confirm their prize within the 24-hour period, they forfeit their claim to the prize. Tickets are only guaranteed after timely acceptance.
- Draw procedure: Winners will be selected in an electronic random draw. Each draw will be conducted separately, so there will be a separate draw for all games.
- Restrictions: A maximum of four prizes can be won per person during the entire duration of the promotion.
- Use of tickets: The final tickets are intended exclusively for the winner and one accompanying person over the age of 18. Passing on, selling or exchanging the tickets is not permitted.
This is what those responsible at UEFA and bet365 have to say about the partnership
UEFA Marketing Director Guy-Laurent Epstein emphasises the potential that bet365 brings to the table to make the Champions League match experience even more special:
‘We are delighted to welcome bet365 as the new official global sponsor of the UEFA Champions League. With 100 million customers, bet365 is one of the world's leading online sports betting providers and will play its part in making football even more exciting while promoting responsible betting practices. We look forward to a successful partnership that not only enhances the fan experience but also supports efforts to protect the integrity of football.’
Alex Sefton, Global Chief Marketing Officer of bet365, also emphasises a strong focus on (sports betting) fans:
‘We are delighted to be the first sports betting provider to sponsor the UEFA Champions League and to join the illustrious group of world-class brand partners at a very exciting time for the competition. bet365 has a long and successful history in football and we want to offer fans something out of the ordinary with this fantastic partnership in line with our motto ‘Never Ordinary’.’
Conclusion
The partnership between the UEFA Champions League and bet365 until 2027 impressively demonstrates that sports betting providers are becoming ever more deeply rooted in top-class sport. The financial dimensions of the partnership, although not publicised in detail, are likely to be enormous. In return for its investment, bet365 also benefits from an exceptional advertising reach on the LED boards, media screens and digital channels of the competition.
The ticket raffle, which forms an effective link between the fans or bettors and the sponsorship, is particularly noteworthy. This increases the chances that the co-operation and ultimately bet365's advertising will be perceived more consciously. The bookie is therefore likely to create very strong incentives for its services.
Gambling companies do not in fact often offer special bonuses when they enter into sports partnerships - especially not with such exciting prizes as bet365. The prize draw therefore goes far beyond what is usual in the industry - and that makes it a fitting promotion for this unusual partnership.
Image source: Screenshot von https://extra.bet365.de/promotions/de/ballot/matchday
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