Five German football teams have renewed their ties with Entain’s bwin online gambling brand, each of which will now run for another three seasons.
The new agreements mean that bwin will remain Borussia Dortmund’s, Union Berlin’s, Cologne’s, St Pauli’s, and Dynamo Dresden’s exclusive sports betting partner until the end of 2023/2024.
Borussia Dortmund’s managing director, Carsten Cramer, said: ““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.”
FC Cologne’s managing director, Alexander Wehrle, stated: “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.”
‘Great sporting experiences’
The renewed sponsorship arrangement underscores Entain’s “ambition for its global brands to be a part of great sporting experiences enjoyed by customers,” according to the company.
In addition to its German club sponsorships, bwin was named the DFB German Football League’s “Official Sports Betting Partner” in 2019.
This comprises an advertising agreement with the DFB Cup, as well as national team advertising rights through December 31, 2022, as well as advertising rights for the Women’s Bundesliga and 3. Liga will continue through the summer of 2022.
Entain’s managing director of digital Europe, Stephan Heilmann, explained: “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.”