February 6 – Germany’s top two football divisions are sticking to a familiar playbook, with the Deutsche Fußball Liga (DFL) announcing an extension of its long-standing partnership with sports betting giant Tipico.
The deal will keep the German bookmaker as an official partner of the Bundesliga and Bundesliga 2 until 2028, effectively tacking on another three seasons to an agreement that was set to run through until the end of the current season.
According to GlobalData Sport, the renewed deal is valued at around $20million in total. As part of the extension, Tipico will continue to feature Bundesliga branding, including league logos and championship trophies, in its advertising.
The company also retains its first-access advertising rights within DFL’s media contracts, along with industry exclusivity and a “matching offer right” for special advertising formats.
By the time the new contract runs its course, Tipico’s Bundesliga sponsorship will have spanned a full decade, having first been signed in 2018.
The bookmaker has also been expanding its footprint across German football, having secured sponsorship rights to both the men’s and women’s DFB-Pokal domestic cup competitions last year in a deal running through 2026.
Kajetan Strini-Brown, director of sports brand at Tipico, said: “German football is at the heart of what we do. This extension is a key part of our strategic partnerships, which also include the DFB-Pokal. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”
The DFL’s decision to extend with Tipico comes amid a broader sponsorship shake-up. Just last month, the league brought snack brand funny-frisch into the fold through a deal with Intersnack Deutschland.
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