Bet365 has become the first sports betting sponsor of the UEFA Champions League, signing a three-year deal to run until the end of the 2026-27 season.

The deal, which covers the men’s competition, will see the Bet365 brand promoted on online channels, in-game perimeter LED boards, and media backdrops.

Guy-Laurent Epstein, UEFA’s Director of Marketing, said: “We are thrilled to welcome bet365 as an official global sponsor of the UEFA Champions League, uniting the world’s most prestigious club football competition with millions of passionate fans around the globe.”

bet365 is dedicated to enhancing the excitement of sport while promoting responsible gaming practices”

“As one of the leading online sports betting brands, with over 100 million customers, bet365 is dedicated to enhancing the excitement of sport while promoting responsible gaming practices. We look forward to a successful partnership that not only elevates the experience for our fans but also supports efforts to protect the integrity of the sport.”

The UEFA Champions League is considered the pinnacle and most prestigious tournament of club soccer, but this will be the first time that a sports betting operator has been an official sponsor.

That could cause some regulatory challenges for several countries in the tournament which have strict rules on gambling advertising, such as Italy.

As part of the deal, Bet365 is also set to give away thousands of tickets to some of the most glamorous matches in soccer, with a free-to-enter ballot open to fans in selected countries.

Alex Sefton, Bet365’s global chief marketing officer, said: “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.”

“Bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”