bwin secures major NFL sponsorship in Austria and Germany

bwin has been named as the official betting partner of the NFL in Austria and Germany.

The Entain-owned betting brand debuted the deal with Sunday’s game between the New York Giants and Carolina Panthers at the Allianz Arena in Munich, Germany, and will run until 2026.

Additionally, bwin will also be the official betting partner of Super Bowl LIX in Germany and Austria.

Hans-Jörg Nisseler, Regional Brand Director DACH at Entain, commented: “With the NFL, we are working with a ‘best-in-class’ sports organisation and supporting the league in our core markets of Germany and Austria. 

“For bwin, this is the logical next step; major sponsorships have been firmly anchored in bwin’s DNA since the beginning.

“We want to support the NFL in continuing to grow its fan base. At the same time, we will position bwin as a premium brand for a unique sports and betting experience. We are very much looking forward to our time together.”

Meanwhile, cross-media integrations will include social media content as well as ‘special online formats’ as well as the NFL Pick’em and NFL Fantasy. 

This year, the main focus is on two highlight events – the 2024 NFL Munich Game, where bwin will be present on the LED boards in the stadium, and Super Bowl LIX.

“We see how great the excitement and anticipation is for the upcoming game in Munich. November 10th is the NFL highlight of the year for our fans in German-speaking countries,” added Alexander Steinforth, General Manager of NFL Germany.

“That’s why we are delighted to have bwin on board as a responsible sports betting partner with whom we can create unique experiences together.”