The sports betting operator Tipico, oriented towards Germany, has signed an extended cooperation agreement with the top German football league, Bundesliga.
According to the terms of the agreement, Tipico will continue to serve as the official partner of both the Bundesliga and the 2. Bundesliga. The agreement will last until the end of the 2027-28 season, extending the partnership for 10 years.
Tipico has confirmed the renewal of the contract and reached the agreement with the German Football League (DFL), which operates the Bundesliga and 2. Bundesliga.
The expanded agreement includes the use of logos of the two teams in Tipico's advertising. It also retains exclusive advertising rights, including the right of first refusal in DFL media contracts.
Other elements include integrating Tipico into the digital platforms of the Bundesliga.
The Bundesliga deal is a "key" for Tipico's exposure in Germany
Kajetan Strini-Brown, the Sports Brand Director at Tipico, commented on the renewal, stating that this deal is a "key" part of the operator's strategic partnership. He added that it would help strengthen its brand impact in the German market.
Strini-Brown said: "German football is at the core of our business, and this passion is deeply rooted in our company's DNA. This renewal is an important component of our strategic partnership, which also includes another significant German football brand—the DFB-Pokal."
"Sponsorship and the visibility it brings play a crucial role in guiding customers into the legal market."
Tobias Thöne, the Director of International Commercial Cooperation for the Bundesliga, also expressed positive remarks about the renewal. He praised the impact since the cooperation began in 2018.
Thöne said: "We are delighted to continue this long-term cooperation based on mutual trust. Over the years, Tipico has proven to be a highly professional and trustworthy partner, passionate about football."
