bwin will benefit from a branding presence on broadcast backdrops and perimeter advertising boards during matches across both tournaments, as well as across each event’s website and social media channels.
The deal will also grant bwin access to content and video footage of both competitions for use on its platforms, along with access to tickets and hospitality at matches for the operator to offer to its customers.
In addition, the partnership will feature a strong responsible gambling element, with bwin to launch a new dedicated website – betresponsibly.info – to highlight tools that it and parent company Entain provide to help customers stay in control of their gambling.
“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,” Uefa’s marketing director Guy-Laurent Epstein said.
“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.”
Entain’s managing director for digital in Europe, Stephan Heilmann, 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.”