bwin adopts promotional plan in Germany, focusing on BVB
Online sports betting provider bwin has landed a new partnership with Borussia Dortmund, agreeing to a four-season sponsorship deal that ends with the 2020/21 season. By becoming the new Champion Partner, bwin aims to boost its presence in the German market and further its marketing efforts.
This alliance will see bwin's brand featured prominently in several locations at the 17 Bundesliga home matches, including LED video boards, perimeter advertising, and interview boards – all bearing the bookmaker's logo. To enhance fan experiences, bwin plans to provide the latest odds and information through their app and desktop platforms during games. The contract is estimated to bring Borussia Dortmund at least €12 million in revenue during its entire duration.
What does bwin hope to achieve with this new partnership?
What bwin expects from this partnership is the creation of customized campaigns and promotions targeting BVB fans on digital platforms. They also plan to utilize offline channels to enhance the overall betting experience. Coming up with exciting rewards for the fans is part of the plan, but no specifics have been shared yet.
Stephan Heilmann, who oversees bwin's actions in the DACH region, shares his enthusiasm for the collaboration: "Real love" is Borussia Dortmund's brand slogan, and that resonates strongly with bwin's own values. Identification, internationality, and innovation are key aspects shared between the two brands. He looks forward to collaborating with BVB and teases, "We have lots of exciting ideas that will soon be shown both inside and outside the stadium."
Borussia Dortmund shares the enthusiasm for the collaboration, as well. Citing bwin as an internationally renowned brand with a premium image, the sports club's Director of Sales, Carsten Cramer, believes the two entities complement each other well.
Background: Knowing bwin and its sponsor partnerships
Bwin entered the world of online gaming in 1997, making it one of the pioneers in the field. It's owned by GVC Holdings PLC, a global firm in the iGaming industry. The company's other brands include CasinoClub, Sportingbet, bwin, partypoker, partycasino, and Foxy Bingo. Its headquarters are on the Isle of Man, and it boasts over 3,200 employees across 20 locations serving more than 30 markets. Regulatory bodies in France, Italy, Spain, Malta, and the UK have issued the 14 licenses that govern its various offers. The company has broken records with its average of 30,000 sports bets in over 90 sports.
In an effort to expand in Germany, bwin has shown interest in more aggressive advertising. Its choice to sponsor Borussia Dortmund is not surprising, as the company has had ties with various clubs, such as Real Madrid, RSC Anderlecht, THW Kiel, FC St. Pauli, TSV 1860 Munich, and FC Barcelona. Spain has seen bwin sign contracts with Atletico Madrid and Valencia, suggesting further expansion plans on the European stage. This partnership marks a return to the Bundesliga for the company after their agreement with FC Bayern Munich expired in 2015. The ultimate goal is to grow the business's presence on the continent.
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Source: www.onlinecasinosdeutschland.com
