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Germany’s betting blueprint beats Premier League’s mess

Samira Vishwas | May 24, 2025 7:12 AM CST

Tipico has expanded its partnership with the Deutscher Fußball-Bund (DFB) to include the 3. Liga, making it a sponsor across all tiers of professional football in Germany.

Starting in July, the sports betting operator will become an official partner of Germany’s third division under a three-year agreement running through the 2027/28 season.

The deal gives Tipico exclusive central advertising rights across the 3. Liga. These include co-branded Tipico and league logos on the right sleeves of all team kits, pitch-side advertising during televised matches and a suite of digital rights.

Holger Blask, Chairman of the Management Board of DFB GmbH & Co. KG, said the agreement marks more than just a commercial milestone — it brings tangible benefits to the league itself.

The majority of the financial proceeds from the deal will go directly to the 20 clubs competing in the 3. Liga.

Blask also emphasised the importance of doing so responsibly, ensuring fan protection remains central to the partnership.

“Tipico fits in as a strong and reliable partner. Together, we also want to continue our extensive efforts for responsible handling of sports betting within this framework. For many years, the DFB has shared the goals named in the State Treaty on Gambling, which only permits betting offers from state-licensed providers in accordance with legal requirements,” Blask said.

Completing the set

If German football competitions were Pokémon, Tipico could now claim it’s officially caught them all.

The gambling operator already sponsors the Bundesliga and 2. Bundesliga through long-standing partnerships. It also backs the DFB-Pokal, both men’s and women’s editions. With the addition of the 3. Liga, Tipico now has a presence in every professional competition in German football.

While the company is already one of the most prominent betting brands in Germany, Tipico says this latest move is as much about contributing to the game as it is about visibility.

“3. Liga is pure football: packed stadiums, passionate competition, hope and suspense – it’s a perfect match for Tipico! We are therefore extremely excited to work together to further strengthen the appeal and visibility of this special league,” said Kajetan Strini-Brown, Director of Marketing and Brand at Tipico.

“For us, the 3. Liga is the logical extension of our commitment to German football, as we are now partner of all professional competitions. We have been working with the Bundesliga and 2. Bundesliga for many years and have also partnered with the DFB for a year already.”

Premier League needs to take notes

Compared to the situation in the UK, Germany’s model is increasingly being seen as a more stable and supporter-conscious approach to gambling sponsorship in sport. In England, the relationship between football and betting has grown increasingly strained, particularly at the top of the pyramid.

While the English Football League, which covers tiers 2-4, continues its long-standing partnership with Sky Bet, the Premier League has veered down a dark path in recent years.

Multiple clubs have signed front-of-shirt sponsorships with Asian-facing casino brands, many of which offer little to no fan-facing engagement or grassroots investment. These deals have often been criticised as cash grabs, driven by offshore operators whose only interest is short-term visibility.

In contrast, Sky Bet has developed a reputation for more responsible sponsorship. Initiatives such as its Fan Hope Survey, supporter loyalty schemes and mental health campaigns with the EFL have helped it maintain credibility.

The Tipico deal, by comparison, follows a similar trajectory. The operator is regulated and domestic with a known track record as well as visible commitment to integrity, club funding and fan experience.

This contrast is becoming more apparent as the UK prepares for its front-of-shirt gambling sponsorship ban in the Premier League, set to take effect by the end of the 2025/26 season.

As covered in Insider Sport’s analysis of TGP Europe’s market exit, several of the Premier League’s gambling sponsors can no longer legally operate under white-label agreements via the Isle of Man-based operator. For many stakeholders, this development feels like a form of regulatory karma.

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