Bwin secures sponsorship extensions with five German clubs

Bwin has extended its sponsorship arrangements with five German Bundesliga clubs, maintaining a strong foothold in the country’s sports betting sector.

Each deal will now run for a further three seasons until 2023/24, with the Austria-based Entain brand continuing to serve as the exclusive sports betting partner of Borussia Dortmund, FC Cologne, St Pauli, Dynamo Dresden and Union Berlin.

“It’s a great honour for us to continue our long-term partnership with these long-standing clubs,” said Stephan Heilmann, Managing Director of Digital Europe at Entain.

“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.”

In addition to sponsoring individual German clubs, bwin secured an official sports betting partnership with the German Football Association (DFB) in 2019, including an advertising caveat covering the DFB-Pokal, the country’s knockout tournament.

Furthermore, the deal also covered advertising rights for the national teams until 31 December 2022 and the Women’s Bundesliga and third division 3. Lliga until the summer of 2022.

Entain has described the renewed sponsorship agreement with the DFB as reflecting “ambition for its global brands to be part of great sporting experiences enjoyed by customers”.

Alexander Wehrle, Managing Director of FC Cologne, added: “We’re delighted to have bwin as a powerful brand at our side as a betting partner for the next three years. Working together, we’ve already developed exciting features for our fans such as FC Cologne Matchday Tip and betting odds integration on our platforms, and will continue on this successful path together.”

Outside of Germany, bwin sponsors FC Valencia in the Spanish LaLiga and acts as an official partner of Spanish teams competing in the Euro League – a similar agreement to the latter also exists in Greece.

The operator also sponsors Olympiacos in the Greek Super League and maintains deals with the Jupiler Pro League in Belgium as well as the Portugese national league, which will be branded as Liga Bwin from the 2022/23 season onwards.

Commenting on his club’s renewal with bwin, Carsten Cramer, Managing Director of Borussia Dortmund, said: “We’d like to thank bwin for placing their trust in us. We still believe that the two brands are an excellent match. Since we’re always interested in long-term partnerships, it’s only logical to continue our existing collaboration.”

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