Bet365 Secures Historic Sponsorship Deal as UEFA Champions League's First Official Sports Betting Partner in First Year of New Tournament Format

Bet365, a global leader in online sports betting, has announced a landmark three-year sponsorship agreement, becoming the first official sports betting partner of the UEFA Champions League (UCL). This historic partnership, spanning from the 2024/25 season through to the 2026/27 season, marks a significant step in the intersection of sports and betting industries.

The partnership will see Bet365's branding featured prominently across in-game perimeter LED boards, media backdrops, and UEFA Champions League digital channels, offering extensive global exposure. The collaboration is set to launch with an unprecedented ticket giveaway, which Bet365 has described as "one of the largest ticket giveaways in the competition’s history." Thousands of soccer fans in key UEFA Champions League nations will have the chance to win tickets to some of the most coveted matches, allowing them to experience the excitement of UCL matchdays firsthand.

Guy-Laurent Epstein, UEFA’s Director of Marketing, expressed enthusiasm for the partnership, stating, "We are thrilled to welcome Bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club soccer competition with millions of passionate fans around the globe." Epstein highlighted that Bet365’s extensive customer base and commitment to promoting responsible gaming practices make it an ideal partner for UEFA.

A spokesperson for Bet365 echoed these sentiments, noting, "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." The partnership underscores Bet365's commitment to delivering "Never Ordinary" experiences to soccer fans worldwide.

Structure of the 2024/25 UEFA Champions League Tournament

The 2024/25 UEFA Champions League introduces a new format that changes the tournament's structure significantly:

1. Qualifying Rounds:

   • First Qualifying Round: Held in July 2024, involving teams from lower-ranked associations.
   • Second and Third Qualifying Rounds: Conducted in July and August, advancing winners to the play-off round.
   • Play-Off Round: Scheduled for August 20/21 and 27/28, 2024, determining the final teams entering the league phase.

2. League Phase:

   • Single 36-Team League: Instead of the traditional group stage, the new format features 36 teams in one league. Each team will play eight matches against different opponents (four home and four away).
   • Advancement Criteria:
     • Top 8 Teams: Automatically qualify for the Round of 16.
     • 9th to 24th Place: These teams enter a knockout play-off round to compete for the remaining Round of 16 spots.
     • 25th and Lower: Teams finishing in these positions will be eliminated from the competition.

3. Knockout Stage:

   • Play-Off Knockout Round: In February 2025, teams ranked 9th to 24th will compete in two-legged ties to secure a place in the Round of 16.
   • Round of 16 to Final: The competition will then follow the traditional knockout format with home-and-away legs leading to the final.

4. Final:

   • Date: The final is scheduled for May 31, 2025.
   • Location: The match will be held at the Fußball Arena München in Munich, Germany.

This new format is designed to offer more competitive matches and a broader range of opponents throughout the tournament, increasing the stakes for every game.

Conclusion

As Bet365 steps into its historic role as the first official sports betting partner of the UEFA Champions League, the 2024/25 season promises to be one of the most thrilling in the competition’s history. With a new tournament structure designed to increase competition and excitement, fans can look forward to a season where every match counts. 

Whether through unprecedented ticket giveaways or innovative brand activations, Bet365's partnership will undoubtedly enhance the fan experience, making the upcoming UEFA Champions League campaign a truly "Never Ordinary" experience for millions around the globe. As the league progresses from its qualifying rounds to the climactic final in Munich, all eyes will be on the action, with Bet365 playing a pivotal role in bringing fans closer to the heart of Europe’s premier club football competition.