February 6 – Germany’s prime two soccer divisions are sticking to a well-recognized playbook, with the Deutsche Fußball Liga (DFL) asserting an extension of its long-standing partnership with sports activities betting big Tipico.
The deal will maintain the German bookmaker as an official associate of the Bundesliga and Bundesliga 2 till 2028, successfully tacking on one other three seasons to an settlement that was set to run via till the tip of the present season.
In accordance with GlobalData Sport, the renewed deal is valued at round $20million in complete. As a part of the extension, Tipico will proceed to function Bundesliga branding, together with league logos and championship trophies, in its promoting.
The corporate additionally retains its first-access promoting rights inside DFL’s media contracts, together with business exclusivity and a “matching supply proper” for particular promoting codecs.
By the point the brand new contract runs its course, Tipico’s Bundesliga sponsorship may have spanned a full decade, having first been signed in 2018.
The bookmaker has additionally been increasing its footprint throughout German soccer, having secured sponsorship rights to each the lads’s and ladies’s DFB-Pokal home cup competitions final yr in a deal working via 2026.
Kajetan Strini-Brown, director of sports activities model at Tipico, stated: “German soccer is on the coronary heart of what we do. This extension is a key a part of our strategic partnerships, which additionally embody the DFB-Pokal. Sponsorship, and the visibility it brings, performs an essential position in guiding clients to the authorized market.”
The DFL’s determination to increase with Tipico comes amid a broader sponsorship shake-up. Simply final month, the league introduced snack model funny-frisch into the fold via a take care of Intersnack Deutschland.
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