bet365 has further solidified its commitment to German football by securing official team partnerships with two prominent Bundesliga clubs, VfB Stuttgart and Hamburger SV (HSV).

For the 2025/26 season, VfB Stuttgart has named bet365 as its official team partner in a deal that will include prominent brand visibility at the MHP Arena during home games on in-game perimeter LED boards, stadium branding as well as on social media content. 

Rouven Kasper, Chief Marketing and Sales Officer at VfB Stuttgart, emphasised the importance of responsible gambling in the partnership, stating: “Bet365 has also been prominently featured in top-level European football for a long time. 

“With bet365, VfB Stuttgart gains a partner that is actively committed to player protection and fully committed to promoting responsible gambling. This was a prerequisite for us entering into this partnership.”

Global Chief Marketing Officer for bet365, Alex Sefton, added: “We are excited to partner with VfB Stuttgart, a club with a rich history and a very passionate fan base. We look forward to supporting the Reds in this Bundesliga season and cannot wait to experience the atmosphere within the MHP Arena.”

In a similar deal, but this one being three years instead of one one, HSV has entered into an agreement with bet365 marking a significant move in the club’s commercial strategy. 

bet365’s branding will be prominently displayed on matchday LED boards and media walls during HSV home games, as well as across the club’s digital platforms.

Football and betting in Germany

Football and betting have long gone hand in hand in Germany. Bundesliga games, cup ties and Champions League nights all get punters involved, whether online or in local betting shops.

The rules around betting have changed in the past few years. Since July 2021, Germany’s updated Glücksspielstaatsvertrag has given online sports betting a clear legal framework. It also puts strict limits on advertising and requires operators to look after players. That has made club partnerships an important way for betting companies to reach fans safely.

Companies like bet365, Tipico and bwin now have a big presence at stadiums, on social media, and around matchday activations. Clubs are making responsible gambling a bigger focus, and betting companies are finding creative ways to engage fans.

Football drives most of the betting in Germany, and these partnerships show how the sport and the betting industry have become closely connected – in a way that’s structured, fan-friendly, and very much part of the modern game.

German football and betting have still not escaped the scrutiny the relationship between the two industries often receives, with some campaigners arguing that gambling’s visibility in German sport should be minimised.

However, unlike some nations like the UK, Belgium and the Netherlands, bans on sports sponsorship in German football have not enjoyed widespread support, with the Bundesliga rejecting such a proposal in 2024 due to concerns about club income.

September 15 will see SBC organise a groundbreaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/