Bwin has become an Official Sports Betting Partner of the UEFA Europa League and of the UEFA Europa League Conference League, after signing a partnership with the football governing body.

The new position will ensure Bwin high visibility by appearing on broadcast backdrops and in-stadia along with perimeter, websites and social media advertising on both UEFA competitions.

Guy-Laurent Epstein, UEFA Marketing Director, 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."

While searching for options to exploit competitors’ data in an attempt to enlarge its betting market and attract new users, UEFA is investing in the development of internal units of experts and investigators to fight against match-fixing.

The partnership involves Bwin supporting UEFA’s fight to maintain the integrity of the sport and gives the platform the right to use content and footage along with access to tickets for its customers.

Stephan Heilmann, MD Digital Europe for Entain (Cwin’s parent group) said: “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.”