SBC News Voice of the Sports Betting Industry
Tipico Sportwetten will mark ten years as a principal partner of the Deutsche Fußball Liga, having agreed terms to extend its sponsorship of the Bundesliga and Bundesliga 2 until 2029.
Recognised as Germany’s largest betting firm, Tipico began its partnership with the DFL in 2018 to sponsor German football’s top two divisions.
The original partnership was formed three years prior to the launch of the Fourth Interstate Gambling Treaty (GlüNeuRStv), the federal framework to regulate online gambling across Germany’s 16 Bundesländer.
The DFL views Tipico’s sponsorship of the Bundesliga as a critical partnership that plays a “key role in supporting Germany’s legal market.”
“We’re thrilled to extend this long-standing collaboration built on mutual trust. Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football,” said Tobias Thöne, Director of Commercial Partnerships at Bundesliga International GmbH.
Tipico welcomed the renewal, underlining its heritage, having sponsored all levels of German football over the past twenty years.
Tipico will continue to use the logos of both competitions and the two Meisterschalen (championship trophies) in its advertising. The company will also retain its extensive advertising rights, including first-access rights included in the DFL’s media contracts, as well as a “Matching Offer Right” for all special advertising formats with national partners, and exclusivity within the industry.
Kajetan Strini-Brown, Director of Sports Brand at Tipico, said: “We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga! German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company.
This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”
In wider developments, the Glücksspielbehörde (GGL), Germany’s Federal Gambling Authority, continues its assessment of German gambling advertising (including sports sponsorships).
Research and fieldwork will be carried out independently by eye square GmbH, with the support and oversight of the Bundesland of Saxony-Anhalt.
A ‘symposium report‘ on the coverage and impact of gambling advertising across Germany’s 16 Bundesländer will be presented to the Bundestag (Federal Parliament) in 2016.
The report is viewed as the platform to develop Germany’s next phase of regulatory changes regarding how gambling is promoted to national consumers.
