Tipico has renewed its sponsorship deal with the top two tiers of the country’s football pyramid.
The Bundesliga and 2. Bundesliga will retain Germany’s largest sports betting company as an official partner under the terms of the renewal.
Tipico has been a DFL partner since 2018, with the renewal taking the partnership past 10 years by extending it to the end of the 2028/29 season.
The partnership has navigated some turbulent regulatory times for betting in Germany, with a new federal framework coming into effect in 2021 which gave bookies a lot to contend with.
“We’re thrilled to extend this long-standing collaboration built on mutual trust,” said Tobias Thöne, Director of Commercial Partnerships at Bundesliga International GmbH.
“Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football.”
Sports betting sponsorship has been facing public and political pressure across Europe in recent years.
Notably, Germany’s neighbours Belgium and the Netherlands are implementing outright bans of betting firms sponsoring football clubs, the culmination of regulations which came into effect in July 2024.
Across the North Sea, the UK has imposed a Code of Conduct on how sports partnerships are conducted and the Premier League will phase out front-of-shirt deals from the end of the 2025/26 football season.
In Germany, regulations have largely left marketing and sponsorship alone, instead impacting operators more with tax changes and restrictions on casino products like poker and slots. Some fan advocacy groups have been calling for a ban for some time, however.
Moving forward, Tipico’s marketing activity with Bundesliga will include continued use of the top two tiers logos and championship trophies alongside advertising rights across media contracts and on digital platforms.
Kajetan Strini-Brown, Director of Sports Brand at Tipico, said: “We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga! German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company.
“This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”
