Speaking of the partnership, UEFA marketing director, Guy-Laurent Epstein, said: “We’re delighted to have secured bwin as the first ever 5️⃣ Official Sports Betting Partner for one of our competitions at Official Partner level.

“The partnership with bwin allows UEFA to engage 5️⃣ more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity 5️⃣ and a commercial perspective.

“bwin is the world leader in responsible sports betting with a rich and long-standing tradition of partnerships 5️⃣ in football, supporting clubs, federations and competitions worldwide.

“The partnership will provide an array of exciting opportunities to enhance our offer 5️⃣ to our customers, creating unique new experiences and content.

Image: UEFA