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bwin renews sponsorship deals with five German football teams

10 Aug 2021

(PRESS RELEASE) -- bwin, Germany’s top sports bookmaker, and part of global sports betting and gaming group Entain, has extended its partnerships to support professional football in Germany for a further three seasons. The new deals mean bwin will continue to be the exclusive sports betting partner of five Bundesliga soccer teams: Borussia Dortmund, Union Berlin, Cologne, St. Pauli and Dynamo Dresden until the end of 2023/2024.

The sponsorship deals reflect Entain’s ambition for its global brands to be part of great sporting experiences enjoyed by customers, at all levels. Alongside sponsoring top clubs, Entain has also taken a lead in supporting grass roots and community sport, as well as aspiring young athletes.

Stephan Heilmann, Managing Director of Digital Europe Entain: “It’s a great honour for us to continue our long-term partnership with these long-standing clubs. Our sponsorships underline the importance of the fans and the passion for football. Authenticity is a top priority for bwin, just as it is for our five partner clubs. We’re therefore delighted to be maintaining our close partnership with them over the next three years.”

Carsten Cramer, Managing Director of Borussia Dortmund: “We’d like to thank bwin for placing their trust in us. We still believe that the two brands are an excellent match. Since we’re always interested in long-term partnerships, it’s only logical to continue our existing collaboration.”

Alexander Wehrle, Managing Director of FC Cologne: “We’re delighted to have bwin as a powerful brand at our side as a betting partner for the next three years. Working together, we’ve already developed exciting features for our fans such as FC Cologne Matchday Tip and betting odds integration on our platforms, and will continue on this successful path together.”

Bernd von Geldern, Sales Manager of FC St Pauli: “Over the past three years, we’ve found bwin to be a reliable partner, and we’re thrilled to be able to continue working together in the long term. bwin is an internationally networked brand with high appeal, yet also closely associated with German football. We look forward to the fantastic projects we’ll be carrying out together in the coming seasons.”

Thomas Stäpke, Director of Finance and Sales at Union Berlin: “We’re delighted to be able to keep giving our fans attractive matchday offers together with bwin. The company has been at home in sport for years and become established as a leading bookmaker thanks to its success in the digital realm.”

Jürgen Wehlend, Managing Director of Dynamo Dresden: “Especially at the current time, the fact that our deal with bwin has been extended by another three years in collaboration with our marketing agency SPORTFIVE is a strong indication of the high mutual regard resulting from our partnership over the past three years. Together, we look back on many joint activities in the past – and look forward to many more in the future.”

In Germany, apart from its club sponsorships, since July 2019 bwin has been the first private bookmaker to hold the title of ‘Official Sports Betting Partner of the German Football Association (DFB)’. In addition to an advertising partnership with the DFB Cup, this includes the advertising rights for the national teams until 31 December 2022 as well as until summer 2022 for the Women’s Bundesliga, and also for the 3. Liga. In fact, bwin’s contract originally signed in 2017 making it a main partner of the third division in Germany was renewed two years later until June 2022.

In the Spanish LaLiga, bwin is sponsor of FC Valencia and regional partner of the Spanish teams in the Euro League.

In Portugal bwin, who sponsored the league from 2006–2008, finalized their naming sponsor agreement with Liga Portugal and will be the main sponsor of the Portuguese national football league, which will be renamed Liga Bwin next season.

In Greece, bwin is sponsor of Olympiacos Piraeus and also regional partner in the Euro League. In addition, there is a sponsorship agreement in Belgium as a partner of the Jupiler Pro League.
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