Interwetten with the Patriots: First German-speaking bookie to sponsor the NFL

The Austrian sports betting provider Interwetten recently announced a new advertising deal with an NFL team. From now on, it will be working with none other than the record-breaking champions, the New England Patriots. What does this mean and can a partnership with a US football team be worthwhile for a German-speaking bookmaker?

In our part of the world, almost everyone who regularly bets on sports knows Interwetten. This is not least due to the brand's large-scale sponsorship of numerous well-known football clubs, leagues, competitions and events.

However, Interwetten joining the New England Patriots as a sponsor marks a remarkable step for the company and an exciting first for the entire sports betting industry in the German-speaking region. Although the betting provider will limit its visibility to the European region for the time being, the partnership with one of the NFL's most successful and renowned teams is a strong signal for future global ambitions.

The New England Patriots, six-time Super Bowl champions, epitomise sporting success and an impressive fan base with international appeal that extends far beyond the borders of the USA. The fact that Interwetten is the first German-speaking bookie to take this step shows that it can certainly be lucrative to position oneself in one of the world's most dynamic sports markets, even if expansion into the USA is not officially on the agenda.

For Interwetten customers, this partnership could mean exclusive offers or customised promotions relating to the NFL, making the betting portfolio even more attractive. The official press release on the sponsorship already gives a more concrete indication of this. Given the increasing demand for sports betting, especially in the US sports sector, this is certainly a smart move. Let's take a closer look at what the deal looks like, what's in it for Interwetten players and to what extent the sponsorship pays off for the bookie.

This is what the deal between the Patriots and Interwetten looks like

Financial details

No precise details were (of course) given about the financial scope of the sponsorship. However, it should be clear that the record Super Bowl winner is marketing its advertising space in a strategically valuable way. Comparable deals, such as the cooperation between DraftKings and the Philadelphia Eagles or Caesars Sportsbook and the Las Vegas Raiders, are generally in the seven to eight-figure range, depending on the visibility and reach of the respective agreement. Interwetten could operate on a similar scale here to capitalise on the team's high profile and the loyalty of the huge Patriots fanbase.

Promotions

The sponsorship package itself offers Interwetten a variety of marketing rights, which should include exclusive branding and activation measures. This includes Patriots home games at Gillette Stadium as well as international events such as the London Game, according to the press statement. Fans and bettors should benefit from a more intense experience thanks to customised Interwetten promotions. Attractive competitions and promotions have been announced, which could include VIP tickets or exclusive trips to Patriots matches abroad. The Champions League ticket promotion from bet365 is currently taking a similar approach.

Perimeter advertising

One interesting aspect of the deal concerns the type of advertising space, particularly at NFL games abroad. In the USA, there is no digital perimeter advertising at regular league games. However, at international matches - such as those held recently in Germany and London - digital advertising space is certainly allocated to European brands. This opens the door for Interwetten to position its logos specifically for NFL viewers on a continental stage. In fact, interest in football is growing throughout Europe and so is interest in betting on it.

Online

Interwetten is also likely to play a prominent role on the Patriots' digital channels, similar to the cooperation with the NHL. In the NHL partnership, the betting provider received extensive marketing rights on the German-language platforms, including NHL.com/en, as well as the opportunity to use official brands, logos and designations of the league for its advertising campaigns. The Patriots are expected to offer a similar structure, giving Interwetten valuable exposure on the team's social media accounts and websites.

In addition, there are likely to be customised digital campaigns and email marketing campaigns aimed specifically at the Patriots fan base. Such measures have proven to be a very effective means of attracting new customers in the past, especially in a market as busy as US professional sports.

Why is NFL sponsorship attractive for Interwetten even though the bookmaker is not active in the USA?

American football, especially the NFL, has become one of the most popular US sports in Europe in recent years, especially in Germany.

The enormous interest is reflected in impressive statistics, which we also presented in our article on the often extraordinary bonuses offered by US bookies at the start of the NFL season:

1. In fact, there were 4.5 million ticket requests for the two NFL games in Munich and Frankfurt in 2023, of which ‘only’ just under 100,000 had to be filled in the end.
2. In addition, TV ratings are very stable with an average of 750,000 viewers - and not just for the live games, but also for the extensive pre- and post-game coverage.
3. According to surveys, there are around 18 million football fans in Germany alone, which makes the country stand out in a European comparison.

Interest in the online channels of the league and its teams, such as websites and social media, is therefore also likely to be extremely high. For Interwetten, whose main market is the German-speaking region, the partnership with the New England Patriots therefore offers a strategically ideal platform to position its own brand in a (digital) environment that enjoys immense attention and, not least, an emotional connection with many fans.

Studies also show that football fans often have an affinity for sports betting, especially when it comes to high-profile games such as the Superbowl or the playoffs. For Interwetten, this means the opportunity to expand its customer base and position itself as a top provider that not only covers domestic sports, but also has globally popular leagues with first-class coverage through top odds, bonuses and promotions in its portfolio.

Ultimately, sponsorship is also a win for Interwetten in terms of image and branding. The association with a globally successful club like the Patriots gives the betting provider additional credibility. In view of the emotional bond that fans have with their team, there is an excellent chance that the bookie will also benefit from a certain amount of this loyalty.

Conclusion

Image source: Screenshot von https://www.patriots.com/news/deutschland/interwetten-wird-offizieller-partner-der-new-england-patriots