bwin has joined the NFL as a sponsor: Betting fans should also benefit

The popularity of the US National Football League (NFL) is at an all-time high in German-speaking countries. Just recently, on 10 November, the NFL Munich Game took place in front of a completely sold-out crowd. Once again, there were far more ticket requests than seats. In this fitting setting, bwin made its debut as the league's new sponsor for Germany and Austria. With this partnership, the brand aims to further expand its presence in high-class sporting environments, but also to offer betting fans something special.

The NFL is no longer just a guarantee for great entertainment, passionate fans and a lot of revenue in the United States. Europe, and Germany in particular, are also considerable markets that the league has been serving successfully for several years now.

From now on, bwin will receive a not inconsiderable slice of this large, extremely lucrative cake. The company made its first appearance in Munich as the ‘official sports betting partner of the NFL’ in Germany and Austria. The official statement explains the motivation:

‘With this multi-year partnership, the bwin brand is further expanding its presence in premium sports environments and aims to further increase the NFL's fan base, particularly in German-speaking countries. As the official sports betting partner of the NFL, bwin will work with the league until 2026 to bring the excitement of American football to an even larger target group in Europe.’

It should not only be worthwhile for the bookmaker, but also for the fans and betting enthusiasts.

This is what bwin and betting fans stand to gain from the collaboration with the NFL

The partnership between bwin and the NFL is likely to be lucrative for both sides, but also involves a considerable financial outlay on the part of the betting provider. Compared to similar deals in the industry, an annual sponsorship volume in the mid to high single-digit million range is realistic. Co-operations such as that of Interwetten with the New England Patriots or 888sport with the Spanish La Liga give an impression of what is called for in international premium sports environments. Industry experts estimate that bwin could invest a total of up to 20 million euros as part of the multi-year contract until 2026. However, as is so often the case, there are no official figures.

At the centre of the cooperation are extensive activations that are specifically geared towards the constantly growing NFL fan base in Europe. An elementary component is the introduction of special promotions and content that immerse betting customers directly in the world of American football. These are expected to include:

• Exclusive odds boosts for NFL games, offering increased chances of winning on selected bets.
• Competitions offering prizes such as tickets for NFL matches in Germany, trips to international games or merchandise. Incidentally, as a sponsor of the Champions League, the British bookie bet365 is organising an extensive ticket raffle in the current season.
• Cross-media content in the form of customised social media content and interactive formats such as predictions, quizzes and betting games.
• Special in-app features - there is already a specially designed ‘NFL button’ that provides direct access to all NFL-related betting offers.

In addition, the presence of the NFL and bwin is to be strengthened through digital focal points. According to those responsible, NFL Pick'em and NFL Fantasy play key roles here.

1. NFL Pick'em: A free online game where fans can bet on the results of NFL games every week and compete against friends or other players. bwin could use it as a platform to strengthen interactivity and brand loyalty.
2. NFL Fantasy: In this popular league simulation, players put together virtual teams of NFL athletes and compete against each other based on real game results. bwin could create additional incentives such as points-based betting vouchers to bridge the gap between gaming fun and betting.

For the bookmaker, the prominent visibility at the major NFL events in German-speaking countries is of course of particular interest. At the 2024 NFL Munich Game, bwin logos could be seen on the LED boards in the stadium, among other things.

With this wide-ranging partnership, bwin clearly wants to present itself not just as a simple sponsor, but as an integral part of the NFL experience. By creating targeted experiences around match days, the company is strengthening its own brand. There is also the opportunity to bring new target groups into contact with American football and betting.

For the Munich Game, bwin and the NFL were full of anticipation, which the event ultimately absolutely fulfilled

Hans-Jörg Nisseler, Regional Brand Director Entain DACH (bwin), emphasised in the run-up to the Munich Game that the company wanted to contribute to further establishing football in Germany:

‘With the NFL, we are working with a ‘best-in-class’ sports organisation and accompanying the league in our core markets of Germany and Austria. This is the logical next step for bwin; major sponsorships have been firmly anchored in bwin's DNA from the very 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!’

Dr Alexander Steinforth, General Manager NFL Germany, added:

‘We can see how much excitement and anticipation there is for the upcoming game in Munich. 10 November is the NFL highlight of the year for our fans in German-speaking countries. That's why we're delighted to have bwin on board as a responsible sports betting partner with whom we can create unique experiences together.’

The NFL Munich Game 2024 did indeed make football history once again and set new standards for the sport in Europe. Over 70,000 enthusiastic fans filled the Allianz Arena to watch the game between the Carolina Panthers and the New York Giants.

• The tickets were completely sold out just a few hours after they went on sale in June - proof of the league's immense popularity in Germany. For the lucky ticket holders, the event was an unforgettable experience that made the fascination of the NFL tangible at first hand.
• According to press reports, the spectators who had travelled to the event were completely carried away by the passion for the sport and created an electrifying atmosphere. A particular highlight was the appearance of referee Shawn Hochuli, who announced a penalty in German - a rare and entertaining novelty that was celebrated by the audience with loud cheers.
• The half-time show, organised by US star Machine Gun Kelly, also set the tone. With his hits, including ‘Lonely Road’, inspired by John Denver's classic ‘Take Me Home, Country Roads’, he brought the stadium to the boil and proved that American football is much more than a sport - it is a cultural spectacle.

This game showed once again why the NFL stands for excitement at the highest level and is also so popular in our part of the world.

Conclusion

Image source: Pressebild von https://www.sportpresseportal.de/news/4gixys/ein-perfektes-match-der-sportwettenanbieter-bwin-ist-offizieller-wett-partner-der-nfl-in-deutschland-und-oesterreich