bwin has entered into a multi-year deal with UEFA that covers two major competitions: the UEGA Europa League and the UEFA Europa Conference League. [Image: Shutterstock.com]
bwin is now an official partner of the UEFA Europa League and the newly-created UEFA Europa Conference League. This deal between the Entain-owned betting operator and European soccer’s governing body will be in place for three seasons. bwin announced the deal via Twitter on Tuesday:
As part of this agreement, UEFA will be able to engage in a more open manner with the sports betting industry. It will also get better access to market intelligence and receive support from both a commercial and sports integrity perspective.
According to a UEFA statement, bwin is “the world leader in responsible sports betting” and has a long track record of soccer-related partnerships. This includes having deals with teams, competitions, and federations across the world. Therefore, UEFA believes that bwin is the ideal partner for the two competitions.
A first for UEFA
Through this deal, bwin will get a lot of visibility during games in both of the UEFA competitions. This includes having branding appear on broadcast backgrounds and in the stadiums. There will also be extensive advertising opportunities for bwin on social media and websites related to the competitions. bwin will get sponsorship rights that allow it to use footage and content from these competitions on its own platforms. The betting operator will also get access to hospitality and tickets to games.
There are 64 teams that take part in the two annual UEFA club competitions when it comes to the group stages onwards. These games get global attention and cover 35 of the 55 UEFA member associations.
UEFA marketing director Guy-Laurent Epstein spoke about how bwin is the first official sports betting partner for a UEFA competition on an official partner level. He said: “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.”
provides bwin with a formidable platform to reach fans in regulated sports betting markets”
Entain’s managing director digital Europe Stephan Heilmann spoke about the exciting opportunities this deal with UEFA will generate when it comes to engaging with existing and new customers. He also said that this agreement “provides bwin with a formidable platform to reach fans in regulated sports betting markets around the world.”
Continuing commitment to fight corruption
UEFA has committed to putting more investment into battling match-fixing in the sport. It has been continuing its development of an internal unit of investigators and experts in this area.
UEFA is also assessing its options to leverage data from its competitions to build relationships with sportsbook operators. bwin will be helping UEFA on both of these fronts.