British operator bet365 is teaming up with one of the world’s largest sports competitions.

The sports betting and iGaming company announced on Tuesday a three-year partnership with the UEFA Champions League making bet365 the first official sports betting partner of the annual competition of the world’s best European soccer clubs.

“As the first sports betting brand to sponsor the UEFA Champions League, we’re delighted to be joining a roster of high-profile premier brand partners at such an exciting time for the competition,” said bet365 Global Chief Marketing Officer Alex Sefton. “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

The deal, which covers the men’s competition, includes marketing across various digital channels, in-arena signage during competition, and fan activations. A new activation includes a free-to-enter ticket giveaway for a UEFA Champions League match.

bet365 invests in soccer

Earlier this year, bet365 partnered with Incentive Games to release two free-to-play predictor games for the Euro 2024 tournament and the CONMEBOL Copa América.

The predictor games each offered a $1.2 million jackpot to any bet365 user who correctly guessed the outcome of every match at the tournaments.

Incentive Games and bet354 have also partnered to launch Prize Matcher, a new daily F2P game that is live in more than 130 jurisdictions, including Ontario. Prize Matcher, an exclusive bet365 offering, allows players to earn prizes by collecting symbols throughout the week. Each day, players can claim prizes based on symbols collected.