Tipico deepens links to German football with 3. Liga sponsorship

Tipico has cemented its position as a key sponsor of German football after extending its partnership with the Deutscher Fußball-Bund (DFB) to include the country’s third division. 

Building on its previous sponsorship deals with Germany’s Bundesliga, 2. Bundesliga and DFB Cup tournaments for both men and women, through the extension the Malta-based sports betting operator will now also become an official partner of 3. Liga.

The extended partnership will begin on 1 July 2025, coming into effect ahead of the beginning of next season and running for three years through the 2027/28 season. 

By partnering with the top three levels of German football, Tipico is protecting its market leadership position in the country. The firm stands out as one of the more successful firms, having remained resilient amid extensive regulatory changes in the market in recent years.

Kajetan Strini-Brown, Director of Marketing and Brand at Tipico, stated: “3. Liga is pure football: packed stadiums, passionate competition, hope and suspense – it’s a perfect match for Tipico. We are therefore extremely excited to work together to further strengthen the appeal and visibility of this special league. 

“For us, the 3. Liga is the logical extension of our commitment to German football, as we are now a partner of all professional competitions. We have been working with the Bundesliga and 2. Bundesliga for many years and have also partnered with the DFB for a year already.”

As a result of the deal, Tipico will gain exposure through exclusive central advertising rights across the division, including joint Tipico and 3. Liga logo placement on the right sleeve of each team’s jerseys.

Additionally, Tipico will benefit from brand visibility through stadium advertising boards during TV broadcasts, as well as various other digital rights. 

The partners have confirmed that the majority of the financial proceeds from this agreement will directly benefit each 3. Liga club, with payments distributed each season.

Furthering its involvement with football in its home country, Tipico also recently secured an extension of its sponsorship deal with DFB for the Bundesliga, German football’s top division, earlier this year, allowing the firm to continue sponsoring the top flight until 2029. 

Dr. Holger Blask, Chairman of the Management Board of DFB GmbH & Co. KG, added on the latest deal: “This good news rounds off an outstanding year in the 3. Liga full of spectator records and underlines the popularity of the league. Tipico fits in as a strong and reliable partner. 

“Together, we also want to continue our extensive efforts for responsible handling of sports betting within this framework. For many years, the DFB has shared the goals named in the State Treaty on Gambling, which only permits betting offers from state-licensed providers in accordance with legal requirements.” 

Preserving integrity

Tipico continues to highlight integrity throughout its partnerships, acknowledging the importance of keeping customers safe.

“In this context, the promotion of regulated offers and simultaneously the effective fight against the black market are of great importance to preserve the integrity of the game and protect the players,” Blask added.

Meanwhile, the gambling group also just launched a ‘Trusted Partner Programme’ to ensure that its game suppliers have no involvement with the black market.

The scheme is designed to support Tipico Games as the leading virtual slots brand in Germany, upholding the rules of the Fourth Interstate Gambling Treaty of 2021 (GlüStV).

As cited by Tipico: “The aim of the Trusted Partner Programme is to support game manufacturers who voluntarily commit to not supplying anyone operating illegal gambling websites in Germany.

“Such black-market offerings bypass German regulatory requirements, provide no reliable player protection, and evade taxes owed in Germany.”