bwin also lent its name to the Primeira Liga (bwinLIGA), sponsored Italian football club Milan from 2006 to 2010, and has also been a partner to popular football clubs, such as Real Madrid, Juventus and Werder Bremen.

Players who have won the most Champions League trophies\n\n Iconic Real Madrid left-winger Paco Gento currently holds the record of the player in possession of the most UCL titles, having won six trophies during an illustrious 18 years at the Santiago Bernabeu.