Inside bet365's Champions Village

On May 30th, as Europe's two strongest sides met at Budapest's Puskás Aréna for the UEFA Champions League Final, bet365 welcomed senior stakeholders and brand partners into its Champions Village, a purpose-built hospitality space wrapped in over twenty five metres of LED screen.

Leading on content production, we designed and produced every piece of material across those screens for the full run of the show. Working closely with Octagon, who led on the build, hospitality and guest experience, we brought two seasons of bet365's UCL partnership to life in one evening.

That covered bet365's brand and partnership assets, the Champions Challenge giveaway game, an immersive showcase of UCL legend and brand ambassador Julio Cesar, and a hype reel charting two seasons of partnership work, from global activations in Brazil to the Big Ticket Giveaways in London.

The hero moment was a bespoke bet365 stadium, created using an innovative AI workflow alongside core production methods and 3D builds. This gave us custom camera angles, modular crowds, animated stewards and a genuine match-day atmosphere, all while keeping full creative control in-house – a real credit to the team as we keep expanding what we can produce in-house here at DC.

Global Deputy Head of Brand Marketing at bet365, Ben Reeves said:
"We worked with Drummond Central to help bring to life our powerful partnership with the UEFA Champions League, they designed and created a fantastic space for us with visuals that were genuinely striking and so vibrant and clear. They really helped meet the brief of creating a space that people are willing to miss the match for."