VfB Stuttgart’s Sponsorship Woes in the Champions League

Issue with Winamax Sponsorship

In 2023, VfB Stuttgart landed a sponsorship deal with Winamax, a French sports betting company, after securing their spot in the Champions League. However, during their game at Real Madrid, they were not allowed to display Winamax’s branding due to Spanish regulations against sports betting ads. The same restriction may apply during their match at Juventus Turin in Italy. Interestingly, they might be allowed to display the logo when playing against Atalanta Bergamo on German soil, despite Italian origins.

Confusion over Bet365

During the match against Real Madrid, viewers may have noticed Bet365’s logo on the advertising boards. Bet365 is now an official sponsor of the Champions League. It remains unclear whether this advertisement was visible in the stadium or digitally inserted based on viewers’ locations, akin to the approach used in EURO 2024.

Potential Alternative for VfB Stuttgart

Reports suggest that VfB Stuttgart might feature the logo of Landesbank Baden-Württemberg (LBBW) in future Champions League matches, as LBBW is set to replace Winamax as a sponsor from 2026 onwards. This sponsorship dilemma extends beyond VfB Stuttgart, affecting several teams promoting gambling brands on their jerseys. While ads can be localized, jersey sponsors cannot, potentially limiting their exposure in the Champions League.