Football Trade Directory

UEFA sign ground breaking partnership

UEFA has announced they have signed a ground-breaking partnership with bwin to become an Official Partner of the UEFA Europa League and the newly formed UEFA Europa Conference League, for the next three seasons (2021-24).

Guy-Laurent Epstein, UEFA marketing director, said: “We’re delighted to have secured bwin as the first ever Official Sports Betting Partner for one of our competitions at Official Partner level. As a brand that defines itself by being in touch with fans and their passion for football and clubs throughout Europe, bwin is a great fit for our compe­titions.

The partnership with bwin allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective. bwin is the world leader in responsible sports betting with a rich and long-standing tradition of partnerships in football, supporting clubs, federations and competitions worldwide. Their vast experience with sponsorship activations will be an invaluable contribution for both compe­titions”.

In parallel,­ UEFA is investing more in its fight against match-fixing by further developing its internal unit of experts and inves­tigators in the field. UEFA is currently also looking at options to exploit its competitions data for betting purposes in a move to engage further with betting operators and enhance its visibility on the betting market.

The partnership underlines parent company, Entain plc, and bwin’s commitment to supporting both football and responsible betting around the world.

This season, a total of 64 teams from 35 of UEFA’s 55 member associations participate in these two leading competitions in European football from the group stage onwards, for which the partnership was concluded. The matches are broadcasted worldwide.

As the Official Sports Betting Partner of the UEFA Europa League and UEFA Europa Conference League, bwin will enjoy high visibility in both compe­titions, appearing on broadcast backdrops and in stadia, including on extensive perimeter advertising, websites and social media of these two UEFA compe­titions. A key element of the partnership will see bwin’s availability in supporting UEFA’s fight against match-fixing in order to maintain the integrity of the sport.

The sponsorship rights also provide the use of content and footage from both competitions on bwin’s own platforms, along with access to tickets and hospitality to create incredible experiences and enter­ta­inment for its customers.

Stephan Heilmann, Entain’s Managing Director Digital Europe, said:­ “We’re proud to be an Official Partner of the UEFA Europa League and the UEFA Europa Conference League alongside other major inter­national brands. The partnership will provide an array of exciting oppor­tuni­ties to enhance our offer to our customers, creating unique new experiences and content. It also provides bwin with a formidable platform to reach fans in regulated sports betting markets around the world, highlighting our unparalleled combination of the best product and the most responsible environment in which to bet.”

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