German Bundesliga announce four-year extension with major betting partner Tipico

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The Bundesliga and 2. Bundesliga have recently announced an extension to their sponsorship with Tipico – Germany’s largest sports betting company – in what is a four-year renewal.

Tipico has sponsored the top two tiers of the German football pyramid since 2018 and the new agreement will extend the partnership to ten years until 2029.

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The Deutsche Football Liga (DFL) views the partnership between the Bundesliga and Tipico as something that plays a “key role in supporting Germany’s legal market.”

“We’re thrilled to extend this long-standing collaboration built on mutual trust,” said Tobias Thone, director of commercial partnerships at Bundesliga International.

“Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football.”

As per the previous agreement and continuing over the subsequent four years, Tipico will continue to use the logos of both competitions and Meisterschalen (league trophies) in their advertising.

Furthermore, the betting provider will also utilise their sponsorship to not only retain its advertising rights across the top two divisions in the country, but the company will be integrated into all digital Bundesliga platforms throughout the agreement.

“We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga,” Kajetan Strini-Brown, director of sports brand at Tipico.

“German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company.”

While Germany, specifically the DFL, are benefitting from the partnership between the Bundesliga and Tipico, betting sponsorship in sports across other countries in Europe is coming under increasing pressure, both publicly and politically.

The Netherlands and Belgium are perhaps the two most significant examples. Both countries are banning football clubs from being sponsored by betting firms, following through on regulations which came to the fore in 2024.

It isn’t just on continental Europe that a crackdown on betting sponsors is taking place. Indeed, in the UK, Premier League clubs have agreed to withdraw all forms of gambling sponsorship from the front of their shirts by the end of next season (2025/26) due to a code of conduct being imposed.

This may indicate some form of progress, but teams have found ways around the sponsorship ban by having betting sponsors either on the back or the sleeve of their matchday shirts.

Germany certainly appears to have more relaxed rules with regard to betting regulations, preferring to target operators with restrictions on casino products such as slots and poker, as well as various tax changes.

Tipico has provided secure sports betting products over the previous 20 years, with the company established as arguably the most popular brand for sports betting in Germany.

As such, this four-year extension between Tipico and the Bundesliga will continue to benefit both parties, until the end of the 2028/29 German football season at least.