bwin expands partnership with German FA

Sports betting operator bwin has expanded its partnership with the German Football Association (DFB) and will continue to work with the sport’s national governing body on a range of marketing and integrity projects.

The renewed deal is effective from January 1 this year and will run through to December 31, 2022.

bwin will take advertising rights for the DFB and the country’s various national teams, in addition to the DFB Cup, 3. Liga and Women's Bundesliga domestic club competitions.

The rights period will run from July 1 this year until the end of June 2022 and include hospitality, online and offline integration into DFB communications, the use of associated logos and social media integration.

The agreement will also grant bwin exposure in the third-tier 3. Liga, with its branding to feature on the sleeves of player’s jerseys, as well as inside teams’ stadia and across their various publications and online platforms.

Aside from marketing, the expanded partnership includes measures for bwin to work with the DFB on addiction prevention and integrity efforts. As part of this, the two parties will further develop their training and prevention programmes for gambling addiction and match-fixing.

“We are pleased to expand the existing partnership with bwin to include highly attractive competitions and together with our partner we will also focus on integrity and addiction prevention,” DFB managing director Denni Strich said.

Stephan Heilmann, who is responsible for the bwin brand in the DACH region, added: “We look forward to the matches of the national team and DFB Cup, both of which offer us an exclusive environment to present the bwin brand. The responsible handling of sports betting will also be a central theme for us, which we will work together to advance with the DFB.”

The renewal comes after mobile sports betting start-up MoPlay also recently moved to enhance its position in the German market by entering into a new partnership with top-tier Bundesliga club Hertha BSC. It follows MoPlay’s entry into Germany with its mobile-first, SBTech-powered sportsbook offering.

Image: Дмитрий Садовников