Bwin Continues Aggressive Bundesliga Sponsorship Campaign

Bwin continues its aggressive German football sponsorship campaign. The Entain-owned operator now has deals with five German Bundesliga clubs. The brand is also the official sports betting partner of the DFB German Football League.

Bundesliga football

Bwin Extends Bundesliga Sponsorship Deals © Pixabay.

Bwin has strengthened its hold on the Bundesliga by announcing it has extended deals with five clubs for three more years.

The bookmaker has exclusive sports betting partnership deals in place with Borussia Dortmund, Union Berlin, FC Köln, St. Pauli and Dynamo Dresden. These deals are in place until the end of the 2023-24 seasons.

German football has been key to bwin’s marketing, and the company pulled off somewhat of a coup when they reached an agreement in 2019 to become the first private bookmaker to become the sole betting partner for the DFB German Football League.

That deal gave the operator sponsorship access to the German national football team, a surprise move largely welcomed by the German public at the time.

Bwin ran an advertising campaign at the launch of that deal with the tagline: “That’s our game. We do not watch – we dive in. We do not listen to experts; we have our own plan for the match. Because we do not only believe in our team – we rely on it!” Alongside the national team, the deal also gave bwin access to the DFB Cup, the German third division and the women’s top-flight Bundesliga. This deal runs until 31 December 2022.

Stephan Heilmann, Entain’s digital MD for Europe, spoke of his pride of renewing the deals with the five clubs. He said: “It’s a great honour for us to continue our long-term partnership with these long-standing clubs. “Our sponsorships underline the importance of the fans and the passion for football. Authenticity is a top priority for bwin, just as it is for our five partner clubs.

“We’re therefore delighted to be maintaining our close partnership with them over the next three years,” he added. The operator has also expanded its sponsorship network across Europe, having a deal with Valencia in the Spanish top-flight. In addition, the company are also the regional partner of Spanish clubs that participate in the Europa League.

Bwin is not the only operator who believes that close relationships with German football clubs are beneficial. Last month, Super Group-owned Betway also increased its portfolio of exclusive betting agreements with German football clubs by signing a deal with five-time national champions VfB Stuttgart. This agreement takes the number of clubs they have interests in to four after similar arrangements with Eintracht Frankfurt, Schalke 04 and Hertha Berlin.

The Betway CEO, Anthony Werkman said of the deal with VfB Stuttgart: “VfB Stuttgart are one of Germany’s most successful football clubs and we’re very proud to become their premium partner on an initial three-year deal. “This agreement reflects our ambitions as a brand, as the Bundesliga is recognised around the world as one of the biggest football leagues,” he added.

Maik Brodowski, Betway head of marketing for Germany, noted: “We’re really excited to be growing our relationship with VfB Stuttgart and are thrilled to become their exclusive premium partner.”

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