One of the most recognizable European sports betting brands is adding a major partnership to the list.

bet365 announced on Tuesday that it is the first-ever official sports betting partner of the UEFA Champions League, the most-watched club soccer competition in the world.

“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,” bet365 global chief marketing officer Alex Sefton said. “bet365 has a long and successful football heritage and this prestigious partnership reflects our commitment to giving fans ‘Never Ordinary’ experiences.”

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