UEFA has signed a new three-season partnership with bwin, a sports betting brand, with the operator now visible in Europa Conference League and Europa League matches.
Bwin expands partnership with UEFA leagues
Bwin has become an official partner of the UEFA Europa League and the Europa Conference League. As a result, Entain operator signage will be visible during broadcasts and billboards during matches. Bwin’s intellectual property will also be visible on social media and competition websites.
Bwin will also benefit from direct access to UEFA video footage for both tournaments, offering the operator numerous opportunities to develop exclusive marketing assets. The betting brand will additionally have access to tickets and hospitality, which can be extended to customers during special social media activations.
As part of its priority, bwin will put a lot of effort into responsible gaming, reflecting Entain’s commitment to improving the betting environment on a global scale. Entain was GambleAware’s largest donor in the UK in the first quarter. To this end, the betting brand is launching its betresponsably.info website which will provide general advice to people who want to learn more about responsible gambling.
Responsible Gaming at the Partnership Center
The site will also focus on tools developed specifically for this purpose. Entain is committed to helping customers practice responsible and safe gambling. In July, Entain unveiled an initiative designed to protect vulnerable esports players. Commenting on the merger between bwin and UEFA, the marketing director of the football organization, Guy-Laurent Epstein, noted:
“The partnership with bwin allows UEFA to engage more openly with the sports betting industry, providing better access to market information and support from a sports and business integrity perspective.”
He also praised bwin’s commitment to responsible sports betting and praised the platform for its many successful partnerships in football. Bwin is actively seeking to establish closer ties with various organizations in the football world, including many Bundesliga teams. “Their extensive experience with sponsorship activations will be an invaluable contribution to both competitions,” added Epstein.
New products for fans on the way
Entain managing director for digital in Europe Stephane Heilmann welcomed the partnership and said it would be an opportunity to improve bwin’s offering to customers and to create “new unique experiences and content”.
“It also provides bwin with a great platform to reach fans in regulated sports betting markets around the world, showcasing our unmatched combination of the best product and the most responsible environment in which to bet,” added Heilmann.