September 9, 2014
Deutsche Telekom has begun preparations to gain entry into the country’s multi-billion gambling marker after Germany’s Hesse Ministry of the Interior announced the list of applicants for the 20 sports betting licenses available under the German Interstate Treaty on Gambling.
German newspaper Sueddeutsche Zeitung reported over the weekend that the German telecommunications company is making plans to offer betting services through a company called Deutsche Sportwetten GmbH (DSW). DSW is one of the companies that’s currently in the running for a license in Germany.
Should DSW secure one of the 20 available licenses, Deutsche Telekom is reportedly interested in buying a piece of DSW to become its majority shareholder. In turn, the Austrian gambling company will continue as a minority shareholder after the potential transaction. It’s a clear sign that the telecoms giant is angling to get a slice of the booming sports betting market in the country.
Deutsche Telekom’s spokesperson declined to reveal the products the company plans to offer. She did said that the move to become a majority shareholder of DSW has been approved by Germany’s cartel office, clearing the way for the transaction in the event DSW wins a sports gambling license.
Moving to the German Bundesliga, recently promoted outfit SC Paderborn has secured a sponsorship deal with Betit Operation’s SuperLenny sportsbook brand to become the club’s platinum sponsor for the 2014–2015 Bundesliga season.
Terms of the deal were not disclosed but both sides welcomed the deal and the benefits each will have in sharing exposure on the mainstream platform the Bundesliga provides.
“We are very pleased that our marketers have been able to conclude this cooperation,” Paderborn Executive Vice President and General Manager Martin Hornberger said in a statement. “It’s nice to know that we can now convince foreign companies that we provide a good advertising platform.”
A sponsorship deal with Paderborn now gives SuperLenny the platform to expand its growing online sports betting business. For a relatively young company, attracting new customers is important for the company. This deal with SC Paderborn should accomplish that.