September 3 – Hamburger SV have become the latest Bundesliga club to jump into bed with the betting industry, announcing a three-year deal with online gambling firm bet365.
Under the terms of the deal, bet365 branding will feature on matchday LED boards and media walls during HSV home games, as well as across the club’s digital platforms.
HSV stresses that the partnership is not only commercial but also tied to promoting responsible gambling. According to the club, bet365 is “actively committed to player protection,” an increasingly important talking point as players are increasingly being targeted by unscrupulous individuals.
For HSV, the move is framed as a collaboration and carries the usual corporate values of “excellence and innovation”. The ambition, they say, is to “create special Bundesliga moments together” while fueling fan engagement.
In August 2024, the company became the first betting brand to sign on as a global sponsor of the UEFA Champions League. With a reputation as a pioneer in live betting and streaming, the ‘Never Ordinary’ brand now adds one of Germany’s most historic clubs to its roster.
Contact the writer of this story at [email protected]