The international sports betting brand bwin is entering into a partnership with the National Football League and will become the “Official Betting Partner of the NFL” in Germany and Austria. With the multi-year partnership, the bwin brand wants to further expand its presence in premium sports environments.

In addition, the NFL’s fan base in German-speaking countries is to be further increased. According to the press release, the official launch of the cooperation will take place at the 2024 NFL Munich Game on November 10th in the Allianz Arena in Munich, the home of FC Bayern Munich.

Furthermore, bwin will also be visible for the first time as an official partner at this year’s NFL game between the New York Giants and the Carolina Panthers. In addition, bwin is the “official betting partner of Super Bowl LIX” in Germany and Austria.

Until 2026, bwin will work with the league as the official sports betting partner of the NFL to bring the enthusiasm for American football to an even larger target group in Europe.

The sports betting brand wants to inspire fans with promotions and content related to the NFL and the International Games. In this way, the company not only wants to strengthen its brand, but also attract more people to the NFL and American football. The partnership includes numerous activations that ensure a strong presence of the NFL and bwin. Targeted playouts are planned on the bwin and NFL channels. The sports betting brand sees itself as part of game preparation and wants to create experiences for its own users.

According to the announcement, the sponsorship will include cross-media integration. There will be content on social media as well as special online formats as well as the NFL Pick’em and NFL Fantasy. A special focus this year is on two highlight events: the 2024 NFL Munich Game, where bwin will be present on the LED boards in the stadium, and the Super Bowl LIX.

Hans-Jörg Nisseler, Regional Brand Director Entain DACH: “With the NFL, we are working with a ‘best-in-class’ sports organization and supporting the league in our core markets of Germany and Austria. For bwin, this is the logical next step; major sponsorships have been firmly anchored in bwin’s DNA since the beginning. We want to help the NFL continue to grow its fan base. At the same time, we will position bwin as a premium brand for a unique sports and betting experience. We are very much looking forward to our time together!”