Ladbrokes, one of the UK’s biggest bookmakers, has signed a sponsorship agreement with German soccer club SV Verder Bremen.

It’s the first time Ladbrokes has linked up with a big-time German football organization and could represent a major toehold for Ladbrokes in the volatile German sports betting market.

Details of the deal were not readily available as of this writing. According to a report on, no one outside the organization knew about the deal until Ladbrokes logos appeared on the team’s Weserstadion field during their Saturday match against Hamburger SV.

There’s also no word on why SV Verder Bremen decided to leave their long time sponsor Tipico, a German sports betting operator, in favor of Ladbrokes. Their deal with Tipico had just expired after three years.

The team’s deal with Ladbrokes, however, seems to be a fairly short-term arrangement. On a German language business site, Verder Bremen officials were hesitant to commit to a long-term relationship with Ladbrokes.

That said, team officials were saying all the right things about the deal to the German media and seemed pleased with the arrangement.

For Ladbrokes, the sponsorship deal is part of a larger effort to build a foothold in the German sports betting market. The company is one of just 20 operators to receive a German sports betting operators’ license in a process that was extremely long and drawn out.

Now that they’ve secured a deal with one of the country’s biggest football clubs, the UK operator can hopefully start cashing in on its German investment.


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