The National Football League (NFL) has just announced a partnership with bwin, an international sports betting brand. This collaboration establishes the company as the “Official Betting Partner of the NFL” in Germany and Austria.
Additionally, the company becomes the “Official Betting Partner of Super Bowl LIX” in these countries. The official launch of this cooperation took place at the NFL Munich Game, at the Allianz Arena, home of FC Bayern Munich.
Partnership will extend until 2026
This multi-year partnership aims to expand the bookmaker’s presence in high-profile sporting environments and simultaneously broaden the NFL’s fan base, especially in German-speaking countries. The collaboration will extend until 2026, with the aim of spreading enthusiasm for American football to an even wider European audience.
To achieve this goal, bwin plans to offer attractive promotions and exclusive content related to the NFL and international games. Through targeted sports betting offers, the company seeks to not only strengthen its own brand, but also attract more people to the NFL and American football universe.
The partnership includes several activations that will ensure a strong presence for both the NFL and bwin. Targeted playouts are planned on both organizations’ channels.
In this way, the betting company positions itself as a fundamental part of preparation for games, aiming to create memorable experiences for its users.
Words from bwin and NFL representatives
Hans-Jörg Nisseler, Regional Brand Director Entain DACH, expressed his enthusiasm: “With the NFL, we are working with a ‘first-class’ sports organization and supporting the league in our key markets of Germany and Austria.”
“For bwin, this is the next logical step; major sponsorships have been firmly anchored in bwin’s DNA since the beginning. We want to support the NFL to continue to grow its fan base. At the same time, we will position bwin as a premium brand for a unique sports and betting experience.”
In turn, Alexander Steinforth, General Manager of NFL Germany, commented: “We are very happy to have bwin on board as a responsible sports betting partner with whom we can create unique experiences.”
