Bwin extends with German FA

The German Football Association (DFB) has extended and expanded its partnership with online betting provider Bwin.

In future, the partnership will include sponsorship rights for the DFB and its national teams for a four-year term spanning 2019 to 2022. In addition, Bwin has acquired sponsorship rights for club competitions the DFB-Pokal, 3. Liga and the Women’s Bundesliga.

The DFB said the rights period itself begins on July 1 and runs over three seasons until the end of June 2022. The award of rights is the result of a tender process launched by the DFB last year.

Bwin has been the main sponsor of the 3. Liga since 2017. As part of the partnership, Bwin has logo presence on the jersey sleeves of the clubs, in the stadia and across the teams’ media platforms.

The cooperation also includes an extensive commitment to addiction prevention and integrity. Both partners will further develop and intensify their training and prevention programs against gambling addiction as well as match-fixing, supported by expert advice.

Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo-owned sports drink brand Gatorade will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.