bwin Becomes “Official Betting Partner of the NFL” in Germany and Austria

The international sports betting brand bwin has entered into a partnership with the National Football League and has become the “Official Betting Partner of the NFL” in Germany and Austria. With this multi-year partnership, the bwin brand is further expanding its presence in premium sports environments and wants to further increase the NFL’s fan base, especially in German-speaking countries. The official launch of the cooperation will take place at the 2024 NFL Munich Game on November 10 in the Allianz Arena in Munich, the home of FC Bayern Munich. bwin will also be present for the first time as an official partner at this year’s NFL game between the New York Giants and the Carolina Panthers in the Bavarian capital. In addition, bwin is the “official betting partner of Super Bowl LIX” in Germany and Austria.

As the official sports betting partner of the NFL, bwin will work with the league until 2026 to bring the enthusiasm for American football to an even larger audience in Europe.

bwin will delight fans with attractive promotions and exclusive content relating to the NFL and the international games. With the targeted offers relating to sports betting, bwin aims to not only strengthen the appeal of its brand, but also to attract more people to the NFL and American football.

The partnership includes numerous activations that ensure a strong presence for the NFL and bwin. Targeted playouts are planned on the bwin and NFL channels. bwin sees itself as part of perfect game preparation and wants to create unforgettable experiences for its own users.

The cross-media integrations include social media content as well as special online formats as well as the NFL Pick’em and NFL Fantasy. This year, a special focus is on two highlight events – the 2024 NFL Munich Game, where bwin will be present on the LED boards in the stadium, and Super Bowl LIX.

Hans-Jörg Nisseler, Regional Brand Director Entain DACH: “With the NFL, we are working with a ‘best-in-class’ sports organization 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.”

“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,” said Dr. Alexander Steinforth, General Manager, NFL Germany.