bwin is helping to expand its own brand, and the NFL’s brand, after signing a new sponsorship deal with the NFL. Under the terms of the agreement, bwin will be named as the official betting partner of the NFL in Germany and Austria. It’s a partnership that begins this week with the New York Giants and Carolina Panthers at the Allianz Arena in Munich, Germany.
As part of the deal, bwin will also be the official betting partner of Super Bowl LIX in Germany and Austria. German and Austrian players will also have the opportunity to participate in NFL Pick ‘Ems and NFL Fantasy Football games offered through bwin.
The NFL has long been cultivating markets outside of the US with regular season games played in London, and this latest move into Germany and Austria is a natural extension of that effort.
Alexander Steinforth, General Manager of NFL Germany addressed the deal in comments reported on by Gaming Intelligence saying, “We see how great the excitement and anticipation is for the upcoming game in Munich. November 10th is the NFL highlight of the year for our fans in German-speaking countries,” .
“That’s why we are delighted to have bwin on board as a responsible sports betting partner with whom we can create unique experiences together,” he added.
Hans-Jörg Nisseler, regional brand director DACH at Entain spoke on the importance of the deal adding, “With the NFL, we are working with a ‘best-in-class’ sports organisation and supporting the league in our core markets of Germany and Austria. For bwin, this is the logical next step; major sponsorships have been firmly anchored in bwin’s DNA since the beginning. We want to support the NFL in continuing to grow its fan base. At the same time, we will position bwin as a premium brand for a unique sports and betting experience.”
The deal between bwin and the NFL is set to run through 2026.