Bwin seals four-year Borussia Dortmund sponsorship

GVC Holdings’ bwin brand has struck a four-year sponsorship deal with Bundesliga football club Borussia Dortmund (BVB) as the operator looks to strengthen its position in Germany.

Bwin was yesterday named the Champion Partner of the eight-time Bundesliga winners, in an agreement which will last until the end of the 2020-21 football season.

The deal will see the bwin logo displayed at 17 home matches at the famous Signal Iduna Park, as well as providing BVB fans with exclusive odds and content via its website and mobile products.

“As a BVB Champion Partner, bwin is back in the Bundesliga,” Stephan Heilman, bwin’s head of Germany, Australia and Switzerland, said.

“We want to involve the BVB fans in our sponsoring as much as we can and we have a range of exciting ideas that we will soon implement both inside and outside the stadium.”

Earlier this year, GVC chief executive Kenny Alexander said Germany was at the top of its agenda in 2017 and pledged to increase its marketing investment throughout the year.

Germany contributed around 23% of total GVC revenues in 2016, more than any other market, with the year-on-year uptick estimated at around 11% year-on-year.

“In bwin, we have a partner by our side that has a longer association with German football than any other company in the betting industry,” a BVB spokesperson said.

“Bwin has already entered into several partnerships with major players on the European football scene over the course of recent years.”

Last month, bwin signed sponsorship deals with four La Liga football clubs – Villareal, Sevilla, Atletico Madrid and Valencia – in an effort to raise its profile in Spain’s growing online gambling market.