Entain's bwin renews sports betting sponsorships with 5 German Bundesliga soccer teams

German bookmaker bwin, part of global sports betting and gaming group Entain, announced Tuesday the extension of its partnerships to support professional football in Germany for three more seasons. 

The new deals imply that, up until the end of 2023/2024, bwin will continue to act as the exclusive sports betting partner for five Bundesliga soccer teams: Borussia, Dortmund, Union Berlin, Cologne, St. Pauli and Dynamo Dresden.

In an official press release published in Entain’s website, Stephan Heilmann, Managing Director of Digital Europe Entain spoke about this renewed partnership.

“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 added, “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 reflected on the effects of this alliance.

“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 looked back on the past three years of this partnership. 

“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 added, “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 has become established as a leading bookmaker thanks to its success in the digital realm.”

Jürgen Wehlend, Managing Director of Dynamo Dresden concluded that “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.”

Aside from sponsoring clubs, Entain currently supports grass roots and community sport, as well as aspiring young athletes. 

bwin has been the first private bookmaker to hold the title of ‘Official Sports Betting Partner of the DFB German Football League’ since July 2019. Apart from an advertising partnership with the DBF Cup, this implies the advertising rights for the national teams until 31 December 2022, as well as until summer 2022 for the Women’s Bundesliga. 

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

It is currently the main sponsor of the Portuguese national football league, which will be renamed Liga Bwin next season.