Strengthening its European footprint bwin has signed a three-year deal to become the first official sports betting partner of the UEFA Europa League and UEFA Europa Conference League.

As part of the collaboration, the operator will gain brand visibility across both competitions via broadcast backdrops and in-stadia marketing on perimeter advertising as well as on both tournaments’ websites and social media channels.

Stephan Heilmann, Entain’s Managing Director Digital Europe, remarked: “The partnership will provide an array of exciting opportunities to enhance our offer to our customers, creating unique new experiences and content.”

Additionally, bwin will participate in responsible betting and sports integrity safeguarding activities in cooperation with UEFA, launching its (betresponsbly.info) website to provide details of it’s safer gambling tools.

“It 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,” Heilmann added.

The sponsorship rights also enable bwin to use content and footage from the Europa League and Conference League for use on its own platforms, alongside the provision of tickets and hospitality offerings to the operator’s customers.

The partnership builds on bwin’s existing football sponsorship agreements, as well as its general branding presence in European sports, with the operator currently maintaining an arrangement with German Football Association (DFB).

Guy-Laurent Epstein, Marketing Director at UEFA commented: “The partnership 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. We both live and breathe football. We share the passion and devotion of fans for their clubs.That’s why there is a natural fit between bwin and UEFA.”

After becoming the DFB’s debut official betting partner in January 2019, bwin has since secured an advertising partnership with the DFB-Pokal knockout cup and German national teams, as well as with the women’s Bundesliga and the third division until summer 2022.