Sunmaker boosts soccer involvement with 3rd league expansion
Sunmaker, a sports betting company licensed in Malta, will reportedly sponsor at least seven German third division soccer teams. The company, a part of the Swedish Cherry Group since 2015, will have its logo displayed on the front of the teams' jerseys. Sunmaker has initially agreed to a one-season contract, but plans may extend further.
Focusing on fans of the third division, sunmaker will become the official shirt sponsor of Hansa Rostock, SC Preußen Münster, Hallescher FC, Carl Zeiss Jena, SV Waldhof Mannheim, FSV Zwickau, and FC Magdeburg. The provider is also in talks with SV Duisburg. In addition to these clubs, sunmaker is advertising with three second division teams and the Bundesliga club F.C. Paderborn.
Unlike most gambling providers, sunmaker has chosen to back several competing teams as sponsors. The teams have reportedly agreed to give sunmaker advertising rights on their jerseys between €400,000 and €800,000. Sunmaker's total sponsorship cost to cover all seven clubs is around €8 million.
In an interview with Mitteldeutscher Rundfunk (MDR), a company spokesperson explained that the provider aims to reach more customers by supporting the 3rd division, as opposed to just one club in the Bundesliga. Sunmaker also intends to increase its engagement with fans in stadiums through various campaigns.
The company's goals include increasing brand recognition in the German betting and gaming market and strengthening its position against the competition. Sunmaker is also looking to send a political message in favor of the liberalization of the German online sector, suggesting that regulations in Schleswig-Holstein might act as a model.
Though some gambling critics have expressed concerns over sunmaker's extensive sponsorship efforts in the 3rd league, the DFB, 3rd league, and the individual clubs are all in favor of the partnership. FCM Managing Director Mario Kallnik stated that the partnership is "a very good one" as it only promotes the sports betting portal and not the online casino.
The European Gaming and Betting Association (EGBA) has also indirectly applauded the efforts made by sunmaker and the German soccer clubs. Mid-June, the association urged the German government to avoid strict bans and aim for a liberal market adjustment. The EGBA suggested fostering an attractive and modern environment for online gambling in Germany, rather than driving customers towards unregulated providers.
The German government has not yet responded to EGBA's proposal. More developments are expected in the future.
More developments to come
The recent announcement marks a significant shift in sunmaker's strategy as they expand their presence in the German third division. Through this move, they aim to improve brand recognition in the online gambling market and solidify a prominent position in the industry.
Furthermore, sunmaker is hopeful that this partnership will send a clear message to the FRG, emphasizing the need for the liberalization of the German online sector. As the Gauselmann Group-owned company's popularity in Germany continues to grow, it will be interesting to see how this sponsorship sets them apart from their competitors.
Sunmaker's support for various soccer clubs is both a noteworthy departure from the traditional sponsorship approach and a bold statement about their ambitions to conquer the German betting and gaming market. It also aligns with the EGBA's call for a more accepting stance towards online gambling in Germany.
While there's no immediate news on any potential expansion of this sponsorship deal or the company's plans for the 2021 Interstate Gambling Treaty, it's safe to say that sunmaker is at the forefront of online gambling in Germany. This initiative demonstrates a unique blend of community engagement and commercial ambition.
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Source: www.onlinecasinosdeutschland.com
