Under the terms of the agreement, Tipico will continue as an official partner of both the Bundesliga and second-tier 2. Bundesliga. The deal will run to the end of the 2027-28 season, extending the partnership by 10 years.
Tipico, which confirmed the extension today (5 February), agreed the deal with Deutsche Fußball Liga (DFL), which runs the Bundesliga and 2. Bundesliga.
The expanded deal agreement includes Tipico using the logos of both competitions in its advertising. It will also retain exclusive advertising rights, including first-access rights that feature in the DFL’s media contracts.
Additional elements include Tipico being integrated into digital Bundesliga platforms.
Bundesliga deal “key” to Tipico’s exposure in Germany
Commenting on the extension, Tipico director of sports brand Kajetan Strini-Brown said the deal is a “key” part of the operator’s strategic partnerships. He added that it will help to strengthen its brand reach across the German market.
“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.
“Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”
Tobias Thöne, director of commercial partnerships at Bundesliga International, also spoke positively about the extension. He praised the impact the partnership has had since its launch in 2018.
“We’re thrilled to extend this long-standing collaboration built on mutual trust,” Thöne said. “Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football.”
Original article: https://igamingbusiness.com/marketing-affiliates/sponsorship/tipico-extension-germanys-bundesliga/
