DEL partners with Mybet in joint efforts.
A well-known figure in the German sports betting industry, Mybet, has recently formed a partnership with the German Ice Hockey League (DEL). This arrangement specifically caters to the online sector, a move that becomes more common as the German market for online gambling becomes more liberalized. Here's what you need to know about this agreement and what it means for the future.
Officially a "Digital Partner"
"We're excited about the strategic collaboration with Mybet," said DEL Managing Director Gernot Tripcke, welcoming this new partnership with a veteran of the German sports betting scene. Mybet is now the exclusive digital sports betting partner for the top-tier national ice hockey league, and they'll be offering various sponsorship campaigns during this year's 2019/20 season.
The details of this partnership include Mybet getting their brand featured in TV commercials and on the league's social media channels. They'll also have access to the DEL's betting data and logos. The focus will primarily be on the online side of things, with Mybet and the league planning to work together to boost fan engagement, particularly through social media.
Once the DEL play-offs and championship have come to an end, Mybet will have first dibs on renewing or extending the partnership. The German Ice Hockey League is among the leading ice hockey leagues in Europe, with 14 teams attracting an average of 7,000 to 10,000 spectators per game. With that in mind, Tripcke remarked:
"This is an ideal opportunity for ice hockey fans to place bets on their favorite teams. At the same time, our plans to collaborate on various campaigns will create greater awareness and enthusiasm for ice hockey in Germany."
Mybet: From the Brink of Disaster to New Heights
Mybet's partnership with the DEL wouldn't have been possible without a dramatic turn of events for the company. Founded in 1998, it was on the verge of bankruptcy in 2018. As a public company listed on the Frankfurt Stock Exchange, Mybet Holdings SE went bust. But then, Malta-based investor Rhinoceros Group stepped in, led by Tobias Carlsson.
Following its rescue, Mybet restructured its operations. It adopted the EveryMatrix platform and Kambi sports betting solution. This allowed the company to regain a foothold in the market. Today, Mybet offers a wide array of hockey bets for 14 nations, with partnerships including the National Hockey League (NHL) in North America.
Courtesy of EveryMatrix, the company's sports betting offerings have been expanded to include an extensive online casino selection. The Mybet brand and digital assets remain under the control of Rhinoceros. The once insurmountable tax debts of over €4 million that had prompted insolvency have now been repaid. In addition, Mybet has acquired a German gambling license issued by Schleswig-Holstein since the beginning of 2020.
A Brand Full of History
Mybet has been no stranger to German professional sports. It entered a two-year deal with German Bundesliga soccer club Borussia Mönchengladbach way back in 2017. Mybet was the team's co-sponsor and its exclusive sports betting partner. This joint venture saw Mybet's logo displayed on the club's official team bus.
Another milestone in Mybet's history was its collaboration with Bild. The agreement, which lasted from 2014 to 2015, covered all domestic Bundesliga matches. Now, Mybet's return to top German sports could only be good news for both the sports sector and the gambling industry, as well as for fans and bettors alike.
Timing Couldn't Have Been Better
Mybet's DEL partnership comes at just the right moment. The gambling sector, which has experienced continuous growth for years, is currently undergoing a process of legalization. After years of negotiations, the states have decided to establish a regulated German online gambling market. While online casinos and online poker will become legal in July 2021, an existing legal framework is already in place for sports betting.
The focus was to give EU-licensed providers some breathing room after years of operating in a legal gray area. This move could bring significant economic benefits for the providers. However, it has faced criticism for betting sponsorship, with Borussia Dortmund sued in April 2019 for its partnership with bwin.
Interestingly, a recent report by the German Sports Betting Association (DSWV) revealed that the market recorded record turnover in 2019. The total stakes amounted to €9.3 billion, and the state generated over €500 million in tax revenue. The legalization of gambling is expected to spur further growth.
Ultimately, though, the league associations and umbrella organizations seem unlikely to benefit if the proposed tax isn't implemented. "We don't have sports without sports betting," contends the DFB (German Football Association). Right now, the state taxation rate sits at 5%. The DFB is now urging that a portion of the betting tax be shared with them.
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Source: www.onlinecasinosdeutschland.com
