Gambling operators to benefit from Bundesliga and EPL exposure

Gambling operators to benefit from Bundesliga and EPL exposure

Friday, July 17, 2015 Totally Gaming
Football clubs across Europe have signed new deals with gaming companies

The relationship between professional football and the gambling industry looks set to become even stronger after it was confirmed that three teams from two of Europe’s top divisions have secured commercial partnerships with a number of operators.

German Bundesliga top-tier football clubs VfB Stuttgart has opted to expand its own commercial portfolio by striking an agreement with domestic state lottery Toto-Lotto.

Under the two-year deal, which runs from 2015-16 to 2016-17, Toto-Lotto will serve as an official team partner. The company will benefit from television spots as well as joint promotional, communication and branding projects with the club.

Elsewhere, Hannover 96, which also plays in the Bundesliga, has entered into a one-year deal with sports betting operator Tipwin.

Under the agreement, Tipwin will serve as the club’s exclusive betting partner for the duration of the 2015-16 season. The operator will also benefit from a branding presence on advertising screens and various other surfaces inside the club’s HDI Arena.

Meanwhile, Betfair has agreed a deal with English Premier League (EPL) team Sunderland to become the club’s official UK betting partner. The online operator will benefit from a branding presence on in-stadium LED advertising boards as well as on interview backdrops.

The deal comes shortly after Betfair entered into a partnership with Aston Villa, which also competes in the English top tier.

“Sunderland is a club with great heritage and we look forward to growing a successful relationship over the course of the upcoming season,” Betfair’s head of media, sponsorship and PR, Stephen Mault, said.

Sunderland will wear Asian-facing Dafabet’s logo on their shirts this season after signing a deal last month.

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