Bet365, one of the world’s leading online betting companies, has announced a historic sponsorship agreement, becoming the first official sports betting partner of the UEFA Champions League (UCL). This groundbreaking three-year partnership marks a significant milestone for both Bet365 and the world of sports betting, as the company secures a prominent position in one of the most prestigious football competitions globally.
A First in Sports Betting Sponsorship
The partnership, which spans from the 2024/25 season through to the 2026/27 season, covers the men’s UEFA Champions League competition. Bet365 will enjoy brand exposure on in-game perimeter LED boards, media backdrops, and UEFA’s digital channels. This alliance provides Bet365 with unparalleled access to elite European club football on a global scale, allowing the brand to engage with millions of passionate fans worldwide.
Guy-Laurent Epstein, Director of Marketing at UEFA, expressed his excitement about the collaboration: “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.”
Immersive Fan Experiences and Global Reach
The partnership will kick off with one of the largest ticket giveaways in the competition’s history. Thousands of football fans in key UCL nations will have the opportunity to experience a UEFA Champions League match day, with Bet365 providing access to some of the most sought-after seats in football. This initiative is part of Bet365’s commitment to delivering ‘Never Ordinary’ experiences, aligning with the brand’s ethos of elevating the excitement of sport.
Bet365’s Global Chief Marketing Officer, Alex Sefton, highlighted the significance of the partnership: “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.”
‘Never Ordinary’ Campaign Returns with a Bang
In parallel with the UEFA Champions League partnership, Bet365 is celebrating the start of the new Premier League season with its latest ‘Never Ordinary’ campaign. Developed by Newcastle-based agency Drummond Central, the 60-second spot captures the extraordinary moments that make sports betting thrilling. The advert, styled as a breaking news broadcast, showcases bizarre and captivating events, such as a man winning a footrace with a fridge on his back and a footballer scoring a goal by swinging off a spider-cam.
Kevin Lynn, Creative Director at Drummond Central, explained the concept: “We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own News Channel? Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s never ordinary at Bet365.”
The campaign, directed by Academy’s Jack Driscoll, will be broadcast across multiple platforms, including TV, video-on-demand, out-of-home, audio, print, and digital media in the UK, US, Mexico, Australia, and continental Europe. The media planning and buying for the campaign was handled by Republic of Media.
Chloe Shrubb, Bet365’s Global Head of Brand Marketing, expressed her enthusiasm: “Bet365 is back with Never Ordinary, and this year, the challenge is even greater. We’ve got a hard act to follow from last year’s successful campaign, and it’s only the second year of a very different and evolving direction for Bet365. I’m really excited about this creative; it’s a beautifully simple idea that really articulates how Bet365 elevates moments. We are absolutely unique, standout, and we’re never ordinary.”
A Game-Changing Partnership
With its groundbreaking sponsorship of the UEFA Champions League and the continuation of the ‘Never Ordinary’ campaign, Bet365 is solidifying its position as a leader in the sports betting industry. This dual strategy not only enhances the brand’s visibility but also reinforces its commitment to providing unforgettable experiences for sports fans around the world. As Bet365 continues to innovate and push boundaries, the brand’s influence in the world of sports betting and beyond is set to grow even further.
