The growth of American football in Europe is marked by a significant development: bwin has become the exclusive betting partner of the NFL in Austria and Germany. This partnership, which kicked off with the NFL Munich Game featuring the New York Giants and Carolina Panthers, will continue through 2026, reflecting the NFL’s increasing popularity in German-speaking regions. Furthermore, bwin will be the official betting partner for Super Bowl LIX, adding an extra layer of excitement for fans in Germany and Austria.
Details of partnership agreement
This new partnership with bwin represents a multi-year agreement, making bwin the official betting partner of the NFL in Austria and Germany through 2026. The deal involves bwin’s sponsorship across several key events and branding opportunities, including digital platforms and live events. With major activations planned, this partnership is expected to create a strong bond between the NFL and its German-speaking fan base.
Bwin’s official debut as an NFL partner took place during the New York Giants vs. Carolina Panthers game at the Allianz Arena in Munich, marking a memorable start to this collaboration. In addition to the Munich Game, bwin’s partnership with the NFL includes an official role in Super Bowl LIX, where the brand will be visible in various promotional channels. This major event provides bwin with an opportunity to connect with a broader audience in Austria and Germany and align itself with one of the most-watched sporting events globally.
Hans-Jörg Nisseler, the Regional Brand Director DACH at Entain, expressed excitement over the partnership, stating, “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. We are very much looking forward to our time together.”
Alexander Steinforth, General Manager of NFL Germany, added, “We see how great the excitement and anticipation is for the upcoming game in Munich. 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.”
Bwin has a rich history of sponsorship in various sports, including football, basketball, and motorsports. The brand’s commitment to sports sponsorship is a core part of its identity, and this partnership with the NFL reflects its ongoing dedication to connecting with sports fans worldwide. Over the years, bwin has established itself as a reliable and responsible partner, gaining trust from both fans and industry stakeholders.
As part of this partnership, bwin aims to solidify its image as a premium sports betting provider, focusing on delivering a high-quality experience to fans. The sports betting market in Germany and Austria is poised for growth, with the NFL’s popularity adding momentum. This partnership signals the potential for further collaborations between sports organisations and betting companies, opening the door to future partnerships that could benefit both industries and fans alike.
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