Bet3000's German gambling permit is revoked: Could TSV 1860 Munich be losing another substantial sponsor?
1860 Munich is aiming to battle for promotion in the 3rd football league this season. To help attain this goal, the historic Munich club has built a sponsorship network, one of which is the sports betting service provider Bet3K. However, due to allegations of losing its German gambling license, the funds from this partnership could potentially be absent from the club's budget.
Update:
During the first league match of 1860 Munich versus 1. FC Saarbrücken, the Bet3K logo was said to be concealed on the jerseys and advertising boards, as reported by fan magazine dieblaue24.
Despite Bet3K challenging the license revocation in court, it remains uncertain whether Munich Lions can carry on with the sponsors' funds from Bet3K.
Bet3K no longer on the whitelist
The Bet3K logo has graced Munich Lions jerseys for years. The official jersey for the 24/25 season is now available in the fan shop, and the spot on the sleeve is once again filled by the betting provider.
However, trade magazine games & business reports that Bet3K is now off the latest whitelist of the Joint Gaming Authority of the States (GGL), which was published on July 25, 2024. As such, it appears that Bet3K has temporarily lost its German license.
There hasn't been any official press release from the GGL or Bet3K yet. The Bet3K website currently mentions ongoing maintenance work. At least on the homepage, existing customers are unable to access their account.
Internal communication published
However, the Munich Mercury now has a statement from Bet3K, which was sent to franchise partners. In it, the sports betting provider informs about the current suspension of operations due to alleged “non-compliance with technical requirements” by the GGL.
In the internal document, the sports betting provider calls the allegations “not sustainable” and “challengeable”, without providing further details about the allegations.
Turmoil around betting sponsors in football
Experts emphasize that sponsorship is crucial for the financial stability of both professional and amateur sports. Sponsors from controversial sectors, including gambling, have found their place in the sport.
However, there is also much criticism of the promotional intensity of the gambling industry in sports. For instance, an alliance against sports betting advertising has formed, aiming to ban all advertising for sports betting.
In the English Premier League, clubs have voluntarily chose to stop putting gambling company logos on jerseys from the 26/27 season. However, this hasn't stopped some teams from closing lucrative deals during the current transition phase.
Will 1860 Munich have to find a new sponsor?
It's uncertain whether the company behind the Bet3K brand, IBA Entertainment, will continue sponsoring 1860 Munich. The football club is not permitted to advertise for an unregulated provider. If jersey advertising is not possible, it's unclear whether IBA Entertainment would still wish to sponsor.
1860 Munich could potentially lose their second gambling industry sponsor this season. In July 2024, it was announced that sports betting provider bwin would not renew their agreement with the German Football Association. Consequently, the league sponsor is no longer present on the lions' sleeve.
While Bundesliga team and Champions League participant VfB Stuttgart recently voluntarily cut ties with a gambling sponsor, the lost revenue for 1860 Munich may not be easy to replace.
We'll have to wait and see if the Munich team will still be sporting the Bet3K logo on their jersey when they start the league on Friday against Saarbrücken, produce an alternative jersey without sleeve patches, or find a new sponsor at short notice.
In light of Bet3K's temporary loss of their German gaming license, 1860 Munich might need to explore alternative sources of sponsorship from online casinos in Germany to manage their budget for the promotion push in the 3rd football league. Despite the controversy surrounding gambling sponsorships in football, other clubs have successfully navigated this issue, providing potential guidance for 1860 Munich.
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