UK-based gambling company, bet365, has just become the first ever sports betting brand to sponsor the UEFA Champions League tournament.

From the details known so far, the three-year deal covers the men’s competition and is well-positioned to bring net commercial positives for the biggest European football event on the calendar, and to a wider extent football in general. 

On today’s episode of iGaming Daily, supported by Optimove, SBC News’ Senior Journalist, Viktor Kayed, is joined by his fellow Senior Journalist, Kieran O’Connor, and SBC’s Project Director, Martyn Elliott, to discuss the announcement and what this means for bet365 and UEFA.

The trio discuss the importance of the move for European football, how the sponsorship fits into a wider crackdown on sports betting advertisements across the continent and whether UEFA should do more to promote gambling harm prevention in the wake of the deal.

They also look back on Betano’s sponsorship of this summer's recently concluded European Championships and the criticism that UEFA faced from several NGOs over its failure to “address the issue of problem gambling”.

To read more about the topic, click on the following links:

- https://sbcnews.co.uk/sportsbook/2024/08/20/bet365-uefachampionsleague/
- https://insidersport.com/2023/11/30/betano-betting-partner-uefa/

Host: Viktor Kayed
Guests: Kieran O'Connor & Martyn Elliott
Producer: Anaya McDonald
Editor: James Ross

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