SBC News Voice of the Sports Betting Industry
Pferdewetten.de AG has outlined its plans to acquire 25 new betting shops to help expand the retail presence of its Sportwetten.de brand across Germany’s federal states.
As disclosed to German media, Düsseldorf-based Pferdewetten announced that it had “signed a declaration of intent” to acquire 25 betting shops from a “renowned company in German sports betting.”
Established in 1997, Pferdewetten serves as the principal operator of betting points and terminals for German horse racing.
In 2018, Pferdewetten re-launched its Sportwetten.de sportsbook brand following new investment in the company to expand its retail network.
Pferdewetten.de has established the new subsidiary SW Shops to acquire the betting estates in two phases.
The company initially purchased a 30% stake for approximately €6.3m (£5.3m), with the remaining 70% to be acquired by 2026, the price of which will depend on the 2026 financial results.
Additionally, SW Shops will set up more shops in a separate company, aiming to acquire these by 2026, when they will be operating as franchises under the Sportwetten.de brand.
The strategy is expected to significantly impact the company’s results from 2027, with the current management team continuing to support operational development.
CEO Pierre Hofer explained: “With this acquisition, we are strengthening the expansion of our Sportwetten.de betting acceptance network and at the same time massively expanding our own shop operations.
“In 2023, the focus was on setting up and expanding the retail network as quickly as possible. With 108 locations at the end of the year, we are within our target corridor. In addition to maintaining the pace of expansion, we now also want to significantly expand our own inventory, which currently stands at three stores.”
