Entain’s bwin online gambling brand has scored extended partnerships with five German football teams, each of which will now run for a further three seasons.
The new deals mean bwin will continue to be the exclusive sports betting partner of Borussia Dortmund, Union Berlin, Cologne, St Pauli and Dynamo Dresden until the end of 2023/2024.
Carsten Cramer, managing director of Borussia Dortmund, commented: “We’d like to thank bwin for placing their trust in us. We still believe that the two brands are an excellent match. Since we’re always interested in long-term partnerships, it’s only logical to continue our existing collaboration.”
Alexander Wehrle, managing director of FC Cologne, noted: “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 FC Cologne Matchday Tip and betting odds integration on our platforms, and will continue on this successful path together.”
Entain says that the renewed sponsorship agreement reflects an “ambition for its global brands to be part of great sporting experiences enjoyed by customers”.
In addition to its German club sponsorships, in 2019 bwin was designated as ‘Official Sports Betting Partner of the DFB German Football League’.
This includes an advertising partnership with the DFB Cup, as well as advertising rights for the national teams until December 31, 2022 and for the Women’s Bundesliga and 3. Liga until the summer of 2022.
Stephan Heilmann, managing director of digital Europe at Entain, explained: “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.”