In UEFA’s partnership with Bwin, the pair have announced a ‘Love Knows No Boundaries’ ‘fan-led’ campaign which will go live in its seven key markets.

The Entain sportsbook brand’s latest ad series will be distributed across TV and online as well as in stadiums in Germany, Austria, Belgium, Denmark, Bulgaria, Greece, and on TV only in France.

The company has been a sponsor of UEFA’s second and third tier international tournaments since last year, and its latest campaign will focus on fans’ ‘love of football’.

Stephan Heilmann, bwin Managing Director Europe, said: “With the Europe-wide rollout of our new campaign, we at bwin are taking an important step towards an internationally uniform and distinctive brand positioning for customers. 

“This will see us consistently position bwin in premium environments throughout national and international football to make it visible to our customers wherever the ball is rolling.”

Additionally, there will also be an international English-language version, showcased on stadium screens during UEFA Europa League and Europa Conference League fixtures. 

At the centre of the campaign is a short film, which will feature ‘real fans from across different cultures’ discussing their passion for football and their clubs, the thrill of away games and their most memorable moments. 

Featured in the campaign are a supporter travelling to a fixture on a coach, another marching with fellow fans whilst beating a drum, a third fan standing in front of a cheering crowd in the rain, actual match footage, fans waving club flags and a team carrying a trophy, concluding with the slogan ‘this is our game’. 

Heilmann continued: “By partnering with the UEFA Europa League and the new UEFA Europa Conference League, as well as the DFB competitions and our club partners, we have created an important basis to emphasise our claim as market leader in terms of quality and responsibility.

“From this platform, which also includes corresponding partnerships in other countries, we aim to reach fans in regulated sports betting markets around the world.”

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