$/€ Bet365 Set to Make History as UEFA Champions League’s First Betting Sponsor
Kate Marshal
09 January 2024
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Bet365 is the preferred bidder for a three-year deal to become the betting sponsor of the UEFA Champions League, according to SportBusiness.
The bookmaker is one of three companies that have shown interest in sponsoring Europe’s premier club football competition. Bet365’s offer seems to be the most attractive, as it was revealed six months ago.
The financial terms of the deal are still under wraps, but it’s likely to be a hefty sum.
The deal would cover the next 3 seasons of the tournament: 2024/2025, 2025/2026, and 2026/2027.
The UEFA Champions League has never had a betting sponsor before. Its biggest sponsor so far is Heineken, which pays $65 million per season.
Bet365 was founded in 2000 and is based in Stoke-on-Trent, England. It operates in various markets, including the UK, the USA, Spain, and Italy. Its CEO is Denise Coates, who is one of the richest women and the biggest taxpayers in the UK.
In other news, Betano became the exclusive betting partner for Euro 2024 in Germany.
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