Bwin and five teams in the German Bundesliga announced a partnership extension. The sports bookmaker agreed to extend its sponsorship deal to support professional football for another three seasons.
FC Cologne, FC Union Berlin, and Borussia Dortmund from the tier-1 German football league extended their partnership with bwin as their sports betting partner. The other two teams are Dynamo Dresden and FC St. Pauli from the Bundesliga 2. All deals will run for three seasons from 2021 to 2024.
Stephan Heilman said bwin and Borussia Dortmund have more than the colors in common. The digital managing director of Europe at Entain said it’s about identification, ambition, and authenticity.
Dortmund and bwin’s partnership started back in 2017. At the time, bwin was the BVB Champion partner. Bwin had the rights to display their brand at the Signal Iduna Park. It also had the right to integrate odds in the team’s official mobile app and online.
Carsten Cramer expressed Borussia Dortmund’s delight after extending the partnership with bwin. The club’s managing director also emphasized the fundamental interest shared between the two entities. Cramer also talked about continuing their work as the next logical step after enjoying a fruitful relationship for quite a while.
Thomas Stäpke also spoke about the partnership extension with FC Union Berlin. The Director of Finance and Sales expressed their delight at the matchday offers they can give their fans in conjunction with bwin. Stäpke acknowledged the gaming brand’s influence on sports over the years after becoming a leading bookmaker in the digital space.
Alexander Wehrle underscored the importance of having a powerful brand such as bwin as their betting partner. The FC Cologne Managing Director also expressed hope the partnership between the two parties would open up new features to the club’s fans. This is in terms of betting odds integration and FC Cologne Matchday Tip.
Jürgen Wehlend also joined the bandwagon to give gratitude to bwin. High mutual esteem held by Dynamo Dresden and the gaming brand is the key reason for the partnership. This is according to the Dynamo Dresden managing director. Wehlend also expressed their hope of engaging in more activities with bwin in the future.
Bernd von Geldern pointed out the gaming brand’s high appeal and reliability as a global brand. The FC St. Pauli sales manager also acknowledged the company’s close ties with German football. Geldern said this while projecting future engagements between the brand and the club.
Both Bundesliga 2 clubs extended their partnership with bwin for three years. Sportfive marketing agency was responsible for brokering the deal between bwin and the five football clubs.
The extended sponsorship deals come as Entain reported interim half-year financial results. Entain expressed dissatisfaction with the country’s new restrictive regulations. The company also expressed its frustrations at the adjusted taxes. Both factors impacted Entain’s financials for the year.