Tipico Extends Bundesliga Sponsorship, Surpassing a Decade as DFL Partner

Tipico Sportwetten will celebrate ten years as a principal partner of the Deutsche Fußball Liga (DFL) after agreeing to extend its sponsorship of the Bundesliga and Bundesliga 2 until 2029.

As Germany’s largest betting firm, Tipico first partnered with the DFL in 2018 to sponsor the country’s top two football divisions. This deal was originally formed three years before the introduction of the Fourth Interstate Gambling Treaty (GlüNeuRStv), which now regulates online gambling across Germany’s 16 Bundesländer.

The DFL has emphasised Tipico’s sponsorship as a crucial partnership that plays a “key role in supporting Germany’s legal market.”

Tobias Thöne, Director of Commercial Partnerships at Bundesliga International GmbH, commented:
“We’re thrilled to extend this long-standing collaboration built on mutual trust. Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football.”

Tipico welcomed the renewal, highlighting its long-standing commitment to German football, having sponsored all levels of the sport for two decades.

Under the extended agreement, Tipico will continue to use the logos of both Bundesliga competitions and the two Meisterschalen (championship trophies) in its advertising. The company will retain extensive advertising rights, including first-access rights in DFL media contracts, a "Matching Offer Right" for special advertising formats with national partners, and exclusivity within the betting industry.

Kajetan Strini-Brown, Director of Sports Brand at Tipico, stated:

“We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga! German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company.

“This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”

Meanwhile, Germany’s Federal Gambling Authority (GGL) continues to assess the impact of gambling advertising, including sports sponsorships. Research will be conducted independently by eye square GmbH, with oversight from the Bundesland of Saxony-Anhalt.

A symposium report on gambling advertising’s reach and influence across Germany’s 16 Bundesländer will be presented to the Bundestag (Federal Parliament) in 2026. This report is expected to lay the foundation for further regulatory changes regarding how gambling is marketed to German consumers.