German gambling brand Tipico has extended its partnership with the country’s top football leagues for a further three years.
The company’s deal with the Deutsche Fußball Liga (DFL), which oversees the Bundesliga and 2. Bundesliga, was up for renewal amid its expiry at the end of the current season.
However, Tipico has now extended its flagship sports sponsorship agreement until the end of the 2027-28 season.
Tipico will continue to use the logos of both competitions in its advertising and has retained its first-access rights included in DFL’s media contracts.
The brand will be incorporated into the Bundesliga’s digital platforms.
Kajetan Strini-Brown, director of sports brand at Tipico, said the “visibility” of the deal will be key in “guiding customers to the legal market.”
Germany has been in the spotlight over the size of its illegal market, with contrasting figures emerging from both the regulator, the Joint Gambling Authority of the States (GGL), and academics and trade associations.
“Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football,” said Tobias Thöne, director of commercial partnerships at Bundesliga International.
Strini-Brown added: “German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company. This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand.”
Tipico and the DFL first began working together in 2018.
The Tipico Group has recently put more focus onto its European operations after selling its US operations to LeoVegas Group last summer.
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