SBC News Voice of the Sports Betting Industry
Tipico has agreed a sponsorship deal with the German Football League (DFL) until the end of the 2020/21 season.
As part of the agreement, which was brokered with the Bundesliga International subsidiary of the DFL and is effective immediately, the online casino and sports betting provider will receive rights to use the leagues’ respective logos in its advertising campaigns.
From the 2018/19 season, the company will also receive a first-right option in DFL media contracts, as well as a ‘matching offer right’ which refers to special forms of advertising for national licensees and sector exclusivity for corresponding bookings.
In addition to this, Tipico will be be advertised across DFL digital platforms, with its logo featuring prominently on the Bundesliga homepage and on the DFL app.
In the deal, which German sports news outlet Sponsors.de estimates is worth between €15 million and €17 million, Tipico won’t be granted commercial use of club rights.
Tipico joins fellow gambling companies, Bwin and Lotto as being partners with the DFL. The deal also means that Tipico adds to its German sponsorship portfolio, as it currently also has partnerships with Bundesliga teams FC Bayern Munich, Hamburger SV and RB Leipzig.
With less emphasis being placed on the income from ticket prices, many perceive sponsorship deals as being a more valuable source of income for Bundesliga sides. However, unlike the Premier League, where nine of the League’s 20 clubs are sponsored by gambling or gaming companies, only Hertha Berlin has a gambling company as its shirt sponsor in Germany.
