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At a public meeting of the sports committee of the German Bundestag, a proposed ban on sports sponsorship in Germany was turned down. Experts argued that sponsorships play a crucial role in funding German sports.
Inka Müller-Schmäh, managing director of the Association of Sports Sponsorship Providers, stressed the importance of maintaining a legal framework to support sports sponsorships. Müller-Schmäh stated, “Sports sponsorship must remain possible, no matter where, when, and how sport takes place and is broadcast.”
Germany’s gambling sector faces significant hurdles, notably with black market activities drawing players away from regulated operators. A 2023 University of Leipzig study revealed that only 50.7% of German players engage with legal online operators, raising concerns about player safety.
Current regulations impose strict limitations on advertising, prohibiting online and television ads between 9 pm and 6 am, restricting the use of sports clips in promotions, and forbidding partnerships with sports figures and influencers. Luka Andric, managing director of the German Sports Betting Association (DSWV), criticized these restrictions as “extremely strict.”
While Germany grapples with the issue, other European nations have implemented sponsorship bans. The Netherlands, since July 2023, prohibits sports sponsorships by gambling operators, with a transition period for existing agreements.
In England, Premier League clubs have agreed to cease front-of-shirt sponsorships by gambling companies by the end of the 2025-26 season. However, in April, Aston Villa defied this trend by partnering with Betano as a front-of-shirt sponsor until 2026.