Responsible sports betting leader bwin has teamed up with UEFA to sponsor both the Europa League and the newly-formed Europa Conference League.
A three-year-deal to become the official betting partner of these competitions will help the Entain-owned brand to promote football and trustworthy gambling around the world.
UEFA marketing director Guy-Laurent Epstein 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.
“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 commercial perspective.
“Bwin is the world leader in responsible sports betting with a rich and long-standing tradition of partnerships in football, supporting clubs, federations and competitions worldwide.
“Their vast experience with sponsorship activations will be an invaluable contribution for both competitions.”
Last season’s Europa League final produced a thrilling penalty shoot-out win for Villarreal over Manchester United while this will be the first staging of the Europa Conference League.
Entain’s Managing Director Digital Europe Stephan Heilmann is looking forward to helping punters and football fans benefit from the link-up.
He added: “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.”
Entain and bwin have long supported major European football tournaments, including being the first private betting provider to become an official sports betting partner of the German Football Association.
As well as being the name sponsor of Liga Portugal bwin, that country’s top division, they are also the official sports betting partner of Belgium’s Jupiler Pro League.
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