Tipico maintains German market lead with Bayern Munich renewal

German sports betting operator Tipico has further strengthened its position in the country’s gambling and sports sponsorship sectors via a renewal of its agreement with FC Bayern Munich.

The extended partnership will allow Tipico to continue to take advantage of brand exposure and advertising opportunities at the Bundesliga club’s 75,000-seater Allianz Arena stadium, which regularly appears in widely-watched domestic and international televised fixtures, in addition to other marketing initiatives.

Having first been struck in 2015, the four-year renewal will see Tipico continue to serve as a platinum partner of Bayern until the conclusion of the 2024-25 campaign, having initially been due to expire at the end of the ongoing 2021-22 season.

“Tipico stands for passion, trust in the team and the unconditional desire to improve every day,” added Marlon van der Goes, Chief Commercial Officer at Tipico.

“It is similar with FC Bayern Munich: the passion, the desire to win and quality of the team has seen this club become one of the most successful football clubs in the world.

“The extension of our trusted partnership is a very clear commitment to these shared values, and we are very happy about it.”

Tipico is the leading sports betting company in Germany, controlling 50% of the market share, and football has played a central role in its success, accounting for 90% of bets placed and 80% of turnover in 2019 alone.

The Bundesliga, as Germany’s top-flight domestic league, was the leading source of revenue for the operator, followed by the UEFA Champions League – of which Bayern Munich are defending champions – and the English Premier League.

“We are very happy to continue this successful partnership,” said Karl-Heinz-Rummenigge, Chief Executive of Bayern Munich.

“Tipico is the market leader in its field, and we at FC Bayern are always interested in working with the best in their respective industries. It is our ambition to always be number one – and this partner fits that bill.”

In addition to its sponsorship of Bayern Munich, the operator has also renewed its partnership with the German Football League (DFL), maintaining sponsorship of the Bundesliga and the second division 2. Bundesliga.