Tipico has confirmed an agreement with the DFB, German soccer’s governing body, to extend their partnership to include sponsorship of 3. Liga.
The market-leading sports betting brand in Germany is now a partner of the top three soccer divisions in the European nation, expanding on its presence in the Bundesliga and 2. Bundesliga.
As part of the fresh deal, Tipico will have brand placement on the right sleeve of all teams competing in the league as well as increased stadium branding during live TV broadcasts.
There will also be enhanced digital opportunities for the gambling brand, which operates land-based outlets as well as a sprawling online operation.
The extended partnership commences on July 1, in time for the new 2025/26 soccer season, running for three years.
From Tipico’s perspective, it could be viewed as a move to consolidate its dominant market position, reflecting its stability and resilience in recent years against a backdrop of regulatory challenges.
Arminia Bielefeld are the reigning champions of 3. Liga, with their recent success securing their promotion to 2. Bundesliga for next season. The North Rhine-Westphalia club also enjoyed an amazing run to the DFB Pokal (German Cup) Final, but they fell to a resounding 4-2 loss to Stuttgart at the Olympic Stadium in Berlin on Saturday evening.
🚎 📍 Around 100,000 Arminia Bielefeld fans have made the journey to Berlin for today’s #DFBPokal final, reports 3. Liga online.
That’s roughly 30% of the entire population of Bielefeld 👏
The recently promoted 3. Liga side face Bundesliga outfit Stuttgart in the final. pic.twitter.com/VmvwnD7Qfo
— Get German Football News (@GGFN_) May 24, 2025
A strong and reliable partner
Dr. Holger Blask, Chairman of the Management Board of the DFB, wanted to stress the importance of responsible gambling and measures against Germany’s black market, as vital components of the renewed partnership.
“This good news rounds off an outstanding year in the 3. Liga full of spectator records and underlines the popularity of the league. Tipico fits in as a strong and reliable partner,” he said.
“Together, we also want to continue our extensive efforts for responsible handling of sports betting within this framework. For many years, the DFB has shared the goals named in the State Treaty on Gambling, which only permits betting offers from state-licensed providers, in accordance with legal requirements,” added Blask.
The partners have stated the majority of the proceeds from this agreement will directly benefit each 3. Liga club, with financial payments to be distributed each season.
Kajetan Strini-Brown, Director of Marketing at Tipico, stated: “3. Liga is pure football: packed stadiums, passionate competition, hope and suspense – it’s a perfect match for Tipico. We are therefore extremely excited to work together to further strengthen the appeal and visibility of this special league.
“For us, the 3. Liga is the logical extension of our commitment to German football, as we are now a partner of all professional competitions. We have been working with the Bundesliga and 2. Bundesliga for many years and have also partnered with the DFB for a year already.”
Tipico has also launched a ‘Trusted Partner Programme’ to ensure its third-party suppliers have no involvement with the illicit gambling market, while increasing awareness of regulatory responsibilities.
Image credit: Tipico
