The German Football Association expands partnership with Bwin


The German Football Association (DFB) is expanding its existing partnership with the leading German sports betting provider bwin. In the future, the cooperation will include advertising rights for the DFB and the national teams for a term from 1 January 2019 to 31 December 2022.

In addition, bwin has acquired advertising rights for the DFB Cup, the 3. Liga and the Women’s Bundesliga. As part of their partnership, DFB and bwin will reinforce and develop their commitment to addiction prevention and integrity.

The rights period begins on July 1, 2019 and runs over three seasons until the end of June 2022. The award of rights is the result of a call for tenders from the DFB last year. The extended partnership includes, among other things, gigs, hospitality, online and offline integration into the respective means of communication of the DFB, the national team and the competitions, advertising of the corresponding logos as well as social media integration. The company bwin has been the main partner of the 3rd league since 2017. As part of the partnership, bwin advertises on the jersey sleeves of the third division, in the stadiums as well as in the publications and online appearances of the clubs.

The cooperation also includes an extensive commitment to addiction prevention and integrity. Both partners will further develop and intensify their training and prevention programs against gambling and addiction as well as match-fixing, supported by expert advice, and will continue existing measures.

Denni Strich, managing director of DFB GmbH, says: “We are pleased to expand the existing partnership with bwin to include highly attractive competitions and together with our partner we will also focus on integrity and addiction prevention.”

Stephan Heilmann, responsible for the activities of the bwin brand in the DACH region, says: “We consider it a great honor to be a partner of the DFB and we are pleased to significantly expand our existing partnership with the now signed contract We look forward to the matches of the national team and the thrilling duels in the DFB Cup, both of which offer us an exclusive environment to present the bwin brand, and the responsible handling of sports betting within the partnership will be a central theme for us, which we will work together want to advance with the DFB.”