Bookmakers partner with Bundesliga clubs as Germany’s sports betting industry continues to grow
With the Bundesliga starting its new season on September 18th, the German betting market is expecting a big upswing in the upcoming weeks. How important Germany’s biggest football league is for the gambling industry can be seen by taking a closer look at Bundesliga clubs and their various sponsorship agreements. In the 2020/21 season every club will have at least one partnership that is related to gambling, with most of the companies represented also being active in the sports betting industry. Together with the German football bookmaker comparison portal MyWettbonus.de we have analysed each club, and their partners, to see which betting companies are currently the main players in the Bundesliga.
It comes as no surprise that the German market leader, Tipico, sponsors the biggest club. As we have seen in the last few years Tipico operates as a Platinum Partner for FC Bayern, the current Bundesliga champions and odds-on favourite for the new season. On top of that, Tipico is also one of the main sponsors of the DFL (Deutsche Fußball Liga, German Football League), the organisation behind the 1. Bundesliga and 2. Bundesliga.
Another bookmaker that is very active is Bwin. The Austrian bookie is the only company that sponsors three different clubs: Borussia Dortmund, 1. FC Köln and Union Berlin. Interwetten, also a gambling operator from Austria, has partnerships with two clubs (Hoffenheim and Wolfsburg), just like Tipwin which supports Bayer Leverkusen and Eintracht Frankfurt.
Several big international bookmakers focus on just one club but this doesn’t mean that their engagement will be less important: bet-at-home continues its long-time partnership with Schalke 04 in 2020/21 and Unibet continues to support RC Leipzig in the upcoming season. Betway, formerly a partner of several Bundesliga clubs, is putting all of its focus on Werder Bremen next year. MyBet (Borussia Mönchengladbach), FB88 (FSV Mainz 05) and Tiptorro (VfB Stuttgart) are several local bookmakers that are also active sponsors in Germany’s top league.
Overview: Bookmakers in the Bundesliga 2020/21
- Tipico: Bayern München
- Bwin: Dortmund, Köln, Union Berlin
- Bet-at-home: Schalke 04
- Unibet: Leipzig
- MyBet: Mönchengladbach
- Tipwin: Leverkusen, Frankfurt
- Interwetten: Hoffenheim, Wolfsburg
- Betway: Werder Bremen
- Merkur: Arminia Bielefeld
- FB88: Mainz
- Tiptorro: VfB Stuttgart
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