Tipico extends partnership with Germany’s Bundesliga until 2029

Sports betting operator Tipico has renewed its sponsorship agreement with Bundesliga and 2. Bundesliga, the top two tiers of Germany’s football pyramid. The deal extends the partnership, which began in 2018, until the end of the 2028/29 season.

The deal allows Tipico to continue using league logos and championship trophies while securing advertising rights across media and digital platforms.

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

The extension comes as Germany's sports betting landscape continues to evolve, with regulatory challenges arising in Europe as a result of public and political pressure. Neighbors Belgium and the Netherlands enforced outright bans on betting firms sponsoring football clubs in July last year.

In Germany, sponsorship agreements remain largely untouched by regulatory shifts, though changes have targeted operators with tax adjustments and restrictions on casino products. Despite these leniencies, some fan advocacy groups continue to push for stricter regulations, including sponsorship bans.

Meanwhile, Kajetan Strini-Brown, director of sports brand at Tipico, said the renewal underscores the company's commitment to German football. “German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company," Strini-Brown said.

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