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Tipico, the German sports betting operator, has improved its role in the gaming and sports sponsorship sectors by renewing its partnership with FC Bayern Munich.
Tipico will be able to continue to benefit from brand awareness and promotional opportunities at the Bundesliga club’s 75,000-seater Allianz Arena stadium, which frequently features in widely-watched domestic and foreign broadcast fixtures, as well as other commercial campaigns, as part of the expanded relationship.
The four-year extension, which was originally set to expire at the end of the current 2021-22 season, will see Tipico remain as Bayern’s platinum partner until the end of the 2024-25 season.
Marlon van der Goes, Chief Commercial Officer at Tipico said: “Tipico stands for passion, trust in the team and the unconditional desire to improve every day.
“It is similar with FC Bayern Munich: the passion, the desire to win and quality of the team has seen this club become one of the most successful football clubs in the world.
“The extension of our trusted partnership is a very clear commitment to these shared values, and we are very happy about it.”
Largest sports betting firm
Tipico is Germany’s largest sports betting firm, with a 50 percent market share, and football has played a key role in its growth, accounting for 90 percent of bets and 80 percent of turnover in 2019.
The Bundesliga, Germany’s highest domestic competition, was the operator’s most lucrative source of income, preceded by the UEFA Champions League – of which Bayern Munich is the reigning champion – and the English Premier League.
Karl-Heinz-Rummenigge, Chief Executive of Bayern Munich said: “We are very happy to continue this successful partnership. Tipico is the market leader in its field, and we at FC Bayern are always interested in working with the best in their respective industries. It is our ambition to always be number one – and this partner fits that bill.”
In addition to sponsoring Bayern Munich, the operator has renewed its relationship with the German Football League (DFL), which includes sponsorship of both the Bundesliga and the 2. Bundesliga.