The Deutscher Fussball Bund – DFB – German Football Association has added a four year extension to its existing partnership with the GVC Holdings’ European online sportsbook, bwin.
The partnership, which has been extended to December 2022, has given bwin exclusive advertising rights for the DFB Cup, 3. Liga and Women’s Bundesliga domestic competitions.
It will see bwin continuing to act as the ‘official DFB betting partner’. The sportsbook property has secured expansive brand coverage across Germany’s Men’s and Women’s national football team fixtures.
Celebrating the extension to the alliance, Stephan Heilmann, bwin Brand Director for DACH region, commented: “We consider it a great honour 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.”
Bwin leadership has announced that it will use the partnership as a vehicle to promote safer gambling practices, the prevention of gambling harms and the development of athlete integrity in opposition to match-fixing and corruption in the sporting world.
The partnerships focus on social responsibility is formed by a direct attachment to GVC Holdings guiding ‘Changing for the Bettor’ global corporate initiative, announced this January.
Insider Insight: The German FA’s approach to social responsibility is very forward thinking and efficient, utilising a partnership to promote strong social values. This approach should, ideally, be something that other football governing bodies around the world should be replicating.