UEFA Champions League Gets Underway with Record Number of Teams Sponsored by Bookmakers

One-third of the teams participating in the novel season of the men’s football UEFA Champions League, the world’s most-watched sports competition at a yearly level, are sponsored by gambling companies.

In the season that has just started, the UEFA Champions League (UCL) will have a record number of bookmaker-sponsored teams. In the first stage of the 2024–25 season, 36 clubs are competing in a straight-point format. Meanwhile, bookmaker sponsorships in European football are expanding quickly, and it’s evident exactly in the most-watched annual sports competition in the world.

The fact that 33% of teams currently have businesses in the gambling industry as their master sponsor shows how important this industry is to sports. Eleven of the 36 teams in this season had bookmakers on the most expensive area of their jerseys—the front. Among them are: Aston Villa F.C. (England) and Sporting CP (Portugal) with Betano, BSC Young Boys (Switzerland) with Plus500, Celtic F.C. (Scotland) with Dafabet, Inter Milan (Italy) with Betsson—all from the list of online sportsbooks that have high reputations. Other betting firms serving as UCL teams’ sponsors are 1xBet, 188Bet, Bwin, Tipwin, Betway, Codere and SportyBet.

Highest Number of Partnertships Between Clubs and Gambling Operators in UCL Since 2022–23

Since 2022–23—when 25% of clubs had betting sponsorships—this is the season with the most partnerships between businesses in the industry and sports teams. This sector, which is football’s largest sponsor overall, has already invested in 22% of European teams as of 2023. In comparison to the previous season, there are currently 57% more teams supported by bookies. Just three clubs had brands from the industry in 2018–19, which is a far cry from the situation now. However, over the last six years, there has been an astonishing 366% increase, demonstrating the power of the football market.

Betting companies are joining the competition as partners in addition to the clubs. For instance, Bet365 and UEFA agreed to a three-year sponsorship agreement for the Champions League. Bookies have made a direct investment in the UCL for the first time. This indicates that the connection between football and betting platforms is entering a new and prosperous phase for both parties.