Online betting company Bwin has been announced as the first-ever title sponsor of the 3.Liga, the third tier of club football in Germany.
The initial two-year agreement covers the 2017-18 and 2018-19 seasons. The deal marks the first time the competition and its clubs have had a main partner since the league's formation in 2008.
As part of the agreement, Bwin will be given the chance to promote its brand on the sleeves of teams’ shirts, in stadiums, and across online and print club media. Clubs will remain free to carry out self-promotional activities.
The rights that will be provided are based on the German Football Association’s (DFB) 3.Liga statute. During the 2017-18 season, exceptions will be possible in the interest of clubs. Due to the deal having been struck at relatively short notice ahead of the 2017-18 season, the extent of Bwin’s involvement during the new campaign will depend on the marketing rights still available to clubs.
From the 2018-19 season onwards, Bwin’s rights will take full effect. Clubs will still be free to select or grant exclusivity to their own sponsors. This will apply for the duration of the agreement, with Bwin acting as a senior league partner.
Bwin will also schedule workshops with 3.Liga clubs to tackle issues such as match manipulation, betting fraud and compulsive gambling.
Peter Frymuth, DFB vice-president for match operations and football development responsible for the 3. Liga, said: “This partnership is a major step for the 3. Liga and a strong signal. For the first time, the clubs can benefit from a joint marketing venture. Following (Deutsche) Telekom´s involvement, this underscores yet again the ongoing positive development on the part of the 3. Liga and the status it meanwhile enjoys.”