The football circus in Germany is slowly but surely starting up again. Last weekend, Borussia Dortmund also got things underway - BVB beat FC Phönix Lübeck 4:1 in the DFB Cup. A new sponsor joined the Borussia team: StarGames is supporting the Dortmund team as a ‘Premium Partner’. The gamblers should not go away empty-handed. What does that mean?

In the current and upcoming seasons of German football, we can again expect a lot of impressions from sports betting providers or online casinos around the stadiums, jerseys, TV broadcasts, etc. Reports of new co-operations between football clubs and corresponding companies began as early as the spring. MSV Duisburg was one of the first clubs to announce that it would be working with Merkur Spielbanken for the 2024 / 25 season. This was followed by Novoline as the main sponsor of 1. FC Kaiserslautern - and VfB Stuttgart is even teaming up with a crypto-bookie in Asia. Not to forget: The entire DFB Cup is being supported by Tipico this season.

Due to the enormous expansion of gambling companies in sport, we asked ourselves in June whether Bundesliga clubs can still manage without casino or betting sponsors? The bottom line was that many companies in other sectors are reducing their sponsorship budgets, which means that football clubs are sometimes forced to ‘fall back’ on sports betting providers or casino operators.

The latter is unlikely to be the case for Dortmund: The eight-time German champions, one-time Champions League winner and 2024 Champions League finalist is one of the most successful clubs in Germany. The associated high, even international profile and advertising reach certainly makes BVB a highly sought-after partner for major brands that want to benefit from the (worldwide) popularity of King Football. StarGames is therefore certainly not a stopgap solution for Borussia Dortmund - both sides are likely to have aligned their strategies to maximise profits. The gambling provider gets a lot of publicity and BVB presumably quite a lot of money. But StarGames' customers should also benefit from the alliance.

This is exactly what the partnership between BVB and StarGames is all about

Both BVB's official press release and StarGames' statement prominently state that the cooperation between the football club and the gaming company is “designed for several years”. The exact term of the contract is not specified.

As is customary with such deals, the financial details are also kept under wraps. However, it can be assumed that Dortmund will receive a high six-figure, perhaps even seven-figure sum from StarGames. These sums are not uncommon when companies co-operate with such well-known football clubs. The partnership between Bet3000 and third division club 1860 Munich, which is currently on the brink of collapse, is estimated to be worth up to 250,000 euros.

What StarGames receives for its investments, on the other hand, is quite well documented publicly:

‘The StarGames star will shine on the premium 360° LED boards and other prominent display areas at SIGNAL IDUNA PARK for all Bundesliga home matches from the 2024 / 25 season.’

In addition, the StarGames logo will be broadcast on stadium TV and occupy other digital advertising spaces for the club. It is particularly emphasised that the gambling platform is ‘the sole presenter of “Facts about the game”’, a section that is played out via BVB's social network accounts.

There is also talk of ‘one or two surprises’ for StarGames players:

The focus here is on regular prize draws. These are intended to give customers of the platform the chance to win exclusive tickets for Borussia Dortmund matches. The tickets relate to the 2024 / 25 season and initially only concern matches in Germany. However, StarGames is also holding out the prospect of away matches - perhaps even in other European countries. The promotion will kick off on match day 1 of the Bundesliga on 24 August 2024 and will also include ‘interesting content formats’ and additional goodies, for which there is no more detailed information yet.

This is what those responsible at BVB and StarGames have to say about the collaboration

Carsten Cramer, Managing Director of Borussia Dortmund, emphasises above all the reliability of StarGames:

‘We are delighted to welcome StarGames, a new premium partner at BVB from the coming season, who is a strong, innovative representative of its industry and is valued by its customers for reliable dealings.’

László Pados, Brand Manager at StarGames, addresses the shared values that characterise the gaming company and the football club:

‘We are honoured to have Borussia Dortmund, an institution of top football with global appeal, as a partner. BVB stands for a love of the game, tradition, team spirit and fair play - values that are also cornerstones of our corporate philosophy. It makes us and the entire Greentube Group proud to be the first German online casino focussing on secure slot machine entertainment to announce such an extensive partnership with one of Germany's top clubs. We look forward to working together.’

Gerald Hattenberger, Director Marketing Operations RMG at Greentube, also spoke up and praised the strength and commitment of the club:

‘Borussia Dortmund's success is based on a clear, straightforward vision, unconditional commitment and the strong involvement of its own fans. This creates an energy that makes great things possible, as the recent performances in the Champions League have impressively demonstrated. We are all the more inspired and excited to now be part of the BVB family and realise joint projects out of conviction.’

Conclusion

For StarGames, the cooperation with BVB should be a real hit. Generally speaking, alliances between sports clubs and sports betting providers or casinos cast a positive light on gambling companies. The latter are only too happy to emphasise overarching characteristics such as fairness, community, cohesion and, of course, winning major titles or lucrative sums of money. StarGames also addresses the shared sense of passion, emotion and fair play in its statement. These connections paired with the enormous advertising reach should contribute significantly to the platform keeping its turnover high in the coming months. In return, it will certainly make a lot of money, which will certainly help Borussia Dortmund in its title hunt.

Image source: Screenshot von https://www.stargames.de/de/blog/news/stolzer-neuer-premium-partner-des-bvb

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