German Football League Adds Tipico to Partners List

It’s been a busy start to 2018 in terms of sponsorship deals with football clubs in particular looking to get arrangements in the book for the second half of the season. Over in Germany, one of the more significant contracts has just been announced with news that betting brand Tipico has signed up with the German Football League (GFL) until the end of the 2020/21 campaign.

The GFL also includes Bwin and Lotto among its growing list of partners but this remains an important deal that will provide revenue right through the system, starting with the Bundesliga.

Terms and Benefits

We therefore know the length of the contract but unsurprisingly, the exact financial terms have not been made public. It’s clearly very significant however and there is an estimate that Tipico have paid the German Football League somewhere in the region of 15 to 17 million euros.

So what does the operator get in return? With immediate effect, Tipico will be able to use any league logo in its advertising campaigns so that will add a distinct level of credibility as the bookmaker and casino looks for an edge over the competition.

Following on, at the start of the 2018/19 season, the operator will also receive what’s known as a First Rights Option in GFL Media Contracts. This is a technical aspect that gives the company certain benefits but there are restrictions and Tipico will not be given commercial use of individual club rights.

Unusually, this is a deal where we have been unable to find any comments from either side so we will just have to assume for now that both Tipico and the German Football League are delighted with the new arrangements.

Mutual Attraction

For the operator, the chance to team up with its national league is clearly not one to turn down. Tipico are already involved in some capacity with German Bundesliga sides including Bayern Munich and SV Hamburg but this really is a step up in terms of the exposure that they would expect to gain from any sponsorship contract.

German clubs are among the best-supported in the world with tens of thousands of fans arriving to watch Bayern, Borussia Dortmund, Schalke 04 and Bayer Leverkusen amongst others. The Bundesliga is also a big draw for football fans outside of Germany and it gets huge live TV coverage from major television broadcasters including BT Sport in the UK.

That will take the brand, via pitchside advertising, into millions of homes around the continent, and then there is even more exposure via the GFL website and app.

It’s great news for Tipico therefore but what about the league? The Bundesliga and its individual sides may be cash rich and able to generate their own millions through shirt and other sponsorship arrangements but as we filter down through the leagues, that isn’t necessarily the case for all teams involved.

The lower leagues are the ones who will really benefit from Tipico’s involvement here and the funding that they have provided should also reach down into grass roots football across Germany. Overall, there’s good balance and potential for both parties to reap rewards over the two and a half year length of this contract.

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