Tipico will continue to use the logos of the Bundesliga and Bundesliga 2 in its advertising. (Adam Pretty/Getty Images)

German soccer’s DFL body has today extended its long-running partnership with sports betting company Tipico until 2028.

The German bookmaker will, through the renewal, remain an official partner of the men's top-flight Bundesliga and second-tier Bundesliga 2.

This comes as effectively a three-season extension – the current deal between the two parties, which came into effect in 2021, runs through the ongoing 2024-25 campaign. It has been valued by GlobalData Sport at $20 million in total.

As part of the renewed agreement, Tipico will continue to use the logos of both competitions and the two championship trophies in its advertising.

The company will also retain its extensive advertising rights, including first-access rights included in DFL’s media contracts, as well as a “matching offer right” for all special advertising formats with national partners, and exclusivity within the industry. Tipico will also be integrated into digital Bundesliga platforms.

By the end of the new contract, the tie-up between the two parties will reach a decade having begun in 2018.

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Kajetan Strini-Brown, director of sports brand at Tipico, said: “German football is at the heart of what we do. This extension is a key part of our strategic partnerships, which also include the DFB-Pokal. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”

Tipico signed on as a sponsor of both the men's and women’s DFB-Pokal domestic cup competitions in May last year in a deal running until June 30, 2026.

Last month, the DFL agreed a new sponsorship deal with Intersnack Deutschland, the German savory snacks company, making its funny-frisch snack brand an official partner of the Bundesliga and Bundesliga 2.