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he Union of European Football Association (UEFA) has announced sports betting company Bwin as an official partner of the UEFA Europa League and recently formed UEFA Europa Conference League.

The official partnership will see bwin alongside the UEFA for the next three seasons until 2024.

As the official sports betting partner of the UEFA League and UEFA Conference League, Bwin will gain high visibility and promotion on both competitions appearing on backdrops, websites and social media platforms.

The sponsorship rights also provide the use of content and footage from both competitions on Bwin’s platform alongside tickets and hospitality to create entertainment experiences for its customers.

UEFA Marketing director, Guy-Laurent Epstein, said: “We’re delighted to have secured bwin as the first-ever Official Sports Betting Partner for one of our competitions at Official Partner level.

“As a brand that defines itself by being in touch with fans and their passion for football and clubs throughout Europe, bwin is a great fit for our competitions,” he said.

“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 a commercial perspective.

“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 bwin Europe managing director, Stephan Heilmann, added: “We are proud to be an official partner of the UEFA Europa League and UEFA Conference League alongside other major international brands.”

“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.