Online bookmaker Tipico Sportwetten has launched its new multi-channel advertising campaign as a bid to enhance its brand profile and boost coverage for the latter half of the 2018/19 Bundesliga Championship.

The new campaign, entitled ‘Nur wer mitspielt, ist mittendrin –Those who play are in the thick of it’ was broadcast during the FC Bayern Munich’s 3-1 win over 1899 Hoffenheim, which was sponsored by Tipico.

It puts the Bayern Munich fan experience at its centre, choosing to focus upon matchday culture and raw football-related emotion. It moves away from the bookmaker’s use of brand ambassadors such as Oliver Khan and Peter Schmeichel to promote its services.

“The campaign is reinforcing the emotions of live football, which can bring fans closer to the game with the bet,” explains Marlon van der Goes, Chief Commercial Officer at Tipico.

“We are here to maximise the excitement for our customers, as we are the number one bookmaker in Germany providing the best sports betting experience.”

Co-developed by Hamburg creative agency Jung von Matt (JVM) and Berlin-based studio ICONOCLAST as production lead, Tipico’s new campaign sees the DACH betting group affirm its Bayern Munich connections.

Bayern Munich are currently six points behind Bundesliga leaders Borussia Dortmund, which is unusual as Bayern have won every league title from 2012-13, and have occupied the position of Herbsmeister – autumn champions – for the last seven years.

Bayern are set to face Premier League leaders Liverpool in the Champions League in February, making them one of the three German teams set to face an English side.

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