Criticism of new partnership between Tipico and DFB Cup

It is well known that financially strong partners are in great demand in football. Even the DFB Cup is apparently no exception. The German Football Association recently announced a new partner - and it actually comes from the sports betting industry: Tipico will support the association and the tournament in both the men's and women's competitions until 2026 and will be allowed to be present at the matches and other related events. Not everyone likes that.

Sports betting providers are increasingly taking on sponsorships in football. These partnerships are extremely lucrative both for the providers and for the clubs or associations. Football is the world's most popular sport and attracts an enormous number of fans and spectators, which provides betting providers with an ideal platform to increase their brand awareness and attract new customers. Sponsorship in football enables companies to present their brands to a broad and committed audience at high-calibre matches and tournaments, such as the DFB Cup. For football clubs and event organisers, the financial resources from bookmakers represent important sources of income that contribute to improving infrastructure, promoting young talent and generally developing the sport.

However, there are also considerable objections to such co-operations. Critics argue that the close links between betting and football are problematic, as they increase the risk of gambling addiction and can have a negative impact on younger fans in particular. There is a risk of sports betting becoming normalised. At worst, the impression of a logical connection between the sport and the betting offers would be created. There are also fears that the integrity of the game could be jeopardised if the financial interests of betting providers become too prominent.

When bookies are announced as sponsors for football clubs, it always causes a stir. In the DFB's current deal, one such company is even supporting an entire association and one of its most important tournaments, which also has a wide reach and a great deal of tradition. Some speak of successful channelling, others are appalled. As expected, the DFB and Tipico are without exception in favour of the cooperation.

What does the deal between the DFB and Tipico look like?

First of all, the "question of all questions": How much money will be involved in the deal? Unfortunately, there is no official information on the financial details. This means that it is not known what sums the DFB expects from Tipico so that the bookmaker can appear at and around the cup matches.

In general, the information on the contract is relatively sparse: the DFB's press release on the partnership with Tipico only states that the bookie will initially cooperate with the association until 30 June 2026 and that its logo "will be visible around the matches in the DFB Cup for men and women". This mainly concerns the advertising boards and digital channels of the football association.

That was it.

What those responsible at Tipico and the DFB have to say about the partnership

In the press release, the Chairman of the Management Board of DFB GmbH & Co. KG, Dr Holger Blask (photo right), had the following to say about the cooperation with Tipico:

"With Tipico, we welcome another partner for the DFB Cup competitions for women and men. We are looking forward to new activations within the framework of the two traditional competitions with their finals in Cologne and Berlin. As a partner, we also want to continue and intensify our extensive efforts to deal responsibly with sports betting."

Kajetan Strini-Brown (photo left), Director of Marketing Acquisition at Tipico, said:

"With the DFB at our side as co-partner of the DFB Cup, we are now playing on the same team and strengthening our role as the largest sports betting provider in German football. The DFB Cup, known for its dramatic matches and surprising twists and turns, is also a perfect fit for Tipico, as we always endeavour to offer our customers an emotional, exciting and safe sports betting experience."

There was some criticism on social media

The new partnership seems to have gone rather unnoticed on the social channels of Tipico and the DFB on X, Facebook and Instagram. Only on LinkedIn did the DFB announce the deal with a link to the press release. Perhaps they thought that fewer critical voices would be raised in this business environment. But that was not the case. In fact, the majority of the comments were negative:

Juergen G.:

"A betting provider? Serious? Amateurish! The DFB does it again and again"

Michael F.:

"An absolute no-go deal in my view. Sports betting permanently ruins lives, creates dependency and harms society. Disaster! I expect a clear stance against sports betting providers."

Harald L.:

"How realistic is that? 'In partnership, we also want to continue and intensify our extensive efforts to deal responsibly with sports betting."

Thomas K.:

"So... Responsible handling of sports betting? The most responsible thing would be simply not to accept any money from this shabby industry!"

Andre D.:

"A slap in the face for all gambling addicts"

Tipico makes a positive statement and emphasises that they are happy to support the visibility of women's football.

Jose A. A. also commented on the DFB's news in this regard:

"It's about time that the women's competition was also promoted with big names, like Tipico, and put on an equal footing with the men's cup. A great development."

The German Sports Betting Association (DSWV) only writes briefly and succinctly on its X-Channel:

"An example of how sports betting providers and sport promote canalisation."

Conclusion

Image source: Screenshot von https://www.dfb.de/news/detail/tipico-wird-neuer-partner-im-dfb-pokal-der-maenner-und-frauen-261804/