$/€ SportBusiness: Bwin Drops Out of UEFA Europa and Conference League Sponsorship
Kate Marshal
Upd 8 days ago
Comment 0
Betting giant Bwin has made the decision not to extend its sponsorship agreement with the Union of European Football Associations (UEFA).
SportBusiness reports that this means a different betting company will take on the role as the official betting sponsor for the UEFA Europa League and UEFA Conference League in the upcoming season.
Bwin became UEFA’s first official betting partner in 2021, securing exclusive sponsorship rights for the two European club tournaments.
As part of the deal, the Bwin brand was prominently featured on the tournament organizer’s website and social media, as well as on advertising boards around the football field during matches.
The agreement also included a clause prohibiting the advertisement of other betting companies on the jerseys of teams participating in the Europa League and Conference League.
Now, these exclusive rights will be transferred to another betting company. It’s not yet known which company will take over. UEFA is expected to hold an auction soon to determine who will replace Bwin.
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