Bet365 Marks First Year of UEFA Global Partnership

bet365 commemorated its inaugural year as an official global partner of the UEFA Champions League with a multi-city campaign centered around a live predictor game and a significant ticket giveaway.

The campaign featured a “Big Ticket Giveaway Game” held both online and in-person in London and Munich. As part of the final weekend festivities during the UEFA Champions League final between Inter Milan and Paris Saint-Germain, fans attending the events engaged in a live odds-based predictor game. Winners were awarded one of eight pairs of tickets to the final match.

A notable highlight of the campaign was the participation of Júlio César, the former goalkeeper and UEFA Champions League winner with Internazionale in the 2009-10 season. César joined fans on stage during the events, assisting participants with the game, engaging with the media, and meeting supporters. Reflecting on the event, he praised bet365’s efforts to celebrate the competition and expressed his enthusiasm for helping fans gain access to the final.

“Wow, what an incredible event from bet365. A huge congratulations to everyone for putting on such a great celebration of the UEFA Champions League,” César said. “I was lucky enough to play in a final with Internazionale, so giving fans the chance to play the Big Ticket Giveaway and attend the biggest game in club football made me so happy.”

The campaign culminated in Munich, where bet365 held activations ahead of the final match. Ben Reeves, the company’s Global Deputy Head, described the initiative as a fitting conclusion to the brand’s first season partnering with the UEFA Champions League. He highlighted the distribution of over 2,600 tickets throughout the season and framed the final giveaway as an opportunity to extend the experience of the tournament to a wider fan base.

“As we approached the epic climax of our first season as an official global partner of the UEFA Champions League, we wanted to celebrate by bringing our Big Ticket Game to Munich, where fans were flocking ahead of Saturday’s showpiece final,” Reeves said. “Having given away more than 2,600 tickets this season, we wanted to finish the season on a high by giving fans one final chance to experience the magic of the UEFA Champions League and prove again why it’s Never Ordinary at bet365.”

Having given away more than 2,600 tickets this season, we wanted to finish on a high by giving fans one final chance to experience the magic of the UEFA Champions League.

The Future

This campaign reflects bet365’s broader strategy to engage football fans through experiential marketing and deepen its association with Europe’s premier club competition. By combining digital and live interactive elements, the brand aimed to enhance fan participation while reinforcing its presence in key football markets such as the UK and Germany.

The integration of a former player like Júlio César adds a layer of authenticity to the activations, linking the excitement of the current competition to its historic moments. As bet365 moves forward, its continued investment in fan engagement could set a precedent for sports sponsorships that blend online and real-world experiences.