August 10, 2021 3 min read


Entain’s bwin Extends Partnership Deals with Bundesliga Clubs

Sports bookmaker brand bwin announced today it extended sponsorship deals with five German Bundesliga clubs to continue to support professional soccer in the country for further three seasons.

Flagship Sponsorship Deal

Entain-owned bwin extended partnerships to continue to be the exclusive sports betting partner with Borussia Dortmund, FC Union Berlin and FC Cologne from the top-tier German competition, as well as with FC St. Pauli and Dynamo Dresden from 2.Bundesliga, with all five deals now set to run throughout 2023-2024 season.

“Borussia Dortmund and bwin have far more in common than just the colours Black & Yellow. For both of us, authenticity, ambition and identification are of paramount importance.”

Stephan Heilmann, Managing Director, Digital, Europe, Entain

The partnership between bwin and Borussia Dortmund initially started in 2017, when the sports betting and gaming brand became a BVB Champion Partner. The partnership featured signage displayed at SIGNAL IDUNA PARK, and bwin odds integrated in the soccer team’s official BVB App and online.

“We are grateful to bwin for the trust they have placed in us. We remain firm in our belief that the two brands fit together exceptionally well. Since we have a fundamental interest in long-term partnerships, the continuation of our work together is a logical next step after the trustful cooperation we have enjoyed so far.”

Carsten Cramer, Managing Director, Borussia Dortmund

Commenting further on the extension deal, Stephen Heilmann outlined the desire of the gaming brand to continue what he called a “long-standing flagship sponsorship in German football”, and offer Borussia Dortmund fans excitement in and outside of the stadium as a Champion Partner of BVB.

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

Thomas Stäpke, Director of Finance and Sales, FC Union Berlin

Alexander Wehrle, managing director of FC Cologne, outlined the importance to have on their side as a betting partner such a powerful brand, expressing his beliefs the collaboration between the club and the brand would bring “exciting features” to the fans such as FC Cologne Matchday Tip and betting odds integrations online.

Eager to Continue Collaboration

Managing director of Dynamo Dresden Jürgen Wehlend paid tribute to the collaboration with Sportfive marketing agency, which contributed to extend the partnership deal with bwin for another 3 years and indicate “the high mutual regard” from both the club and the brand related to their partnership so far, looking for more joint activities in the future.

FC St. Pauli’s sales manager Bernd von Geldern outlined bwin’s reliability and high appeal as an international brand, but also closely associated with German soccer, while looking forward to the projects the club and the brand would be carrying out together in the next 3 years.

Lead Author

With 4 years experience as an analyst, Julie—or ‘Jewels’, as we aptly refer to her in the office—is nothing short of a marvel-worthy in her attention to the forex and cryptocurrency space as she quickly became the first pick to co-pilot education to the masses with Mike.

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