September 7 – Online betting giant bwin has become an Official Partner of UEFA’s Europa and Conference leagues for the three season 2021 to 2024 cycle.
It is UEFA’s sixth sponsorship announcement for the two competitions that are being sold as a package. Bwin joins Heineken 0.0 and Hankook Tire who have signed renewal agreements, and Swissquote, Engelbert Strauss and Just-Eat Takeaway who are joining as new partners.
UEFA has traditionally been wary of betting sponsorships and in were keen to emphasise that the deal with bwin “allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective.”
UEFA also pointed to its commitment to the fight against match-fixing and recent investments it had made in that area.
At the same time the European governing body said it was looking at ways to exploit its data within the betting operators and “enhance visibility” within the betting markets.
Guy-Laurent Epstein (pictured left), UEFA marketing director, said: “The partnership with bwin allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective.”
Bwin’s marketing package will include branding in stadia, including perimeter advertising, websites and social media for both competitions. Bwin will also have right to use content and footage from both competitions on bwin’s own platforms, as well as having access to tickets and hospitality for consumer promotions.
Adam Lewis, Managing Director Digital of Entain (pictured right), owner of the bwin brand, said: “The partnership will provide an array of exciting opportunities to enhance our offer to our customers, creating unique new experiences and content. It also provides bwin with a formidable platform to reach fans in regulated sports betting markets around the world, highlighting our unparalleled combination of the best product and the most responsible environment in which to bet.”
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