Bwin reiterates German commitment with five-club sponsorship renewal

Bwin has extended its sponsorship deal with five professional German football clubs for three more years.

The Entain-owned sports betting operator will now serve as the exclusive sports betting partner of Borussia Dortmund, Union Berlin, FC Köln, St. Pauli and Dynamo Dresden until the end of the 2023-24 campaign.

Since July 2019, bwin has also been the first private bookmaker to hold the title of official sports betting partner of the DFB German Football League.

At the time, it launched a well-received, fan-focused creative marketing campaign to promote the agreement.

In addition to an advertising partnership with the DFB Cup, the deal – first signed in 2017 – includes the advertising rights for German national teams until 31 December 2022.

Entain’s digital MD for Europe Stephan Heilmann 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.

Outside of Germany, bwin sponsors Valencia in Spain and is the regional partner of Spanish clubs participating in the Europa League.

It has also gained naming rights to the top-flight in Portugal, which will be renamed the Liga Bwin from next season.

The brand also partners with Olympiacos in Greece and with the Jupiler Pro League in Belgium.

FC Köln MD Alexander Wehrle said of the renewal: “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 matchday tips and betting odds integration on our platforms and we will continue on this successful path.”