Making bwin a winner.

How bwin went from start-up to global market leader and top ten football sponsor in only five years.


WWPs journey with bwin started in 2004, when the online gaming company was still a start-up. Back in the days, bwin was looking for ways to grow the brand and establish it as one of the major forces in online betting. With the help of WWP, bwin acquired a wide range of sponsorship rights, taking the Austrian start-up into the world of international football and other sports that support the brand and its image.


The partnership between bwin and WWP left – and still leaves – trances in all kinds of sports. Back in 2007, bwin started not only the jersey sponsor with Real Madrid but also was holding the jersey sponsorship with AC Milan during the most successful periods in the clubs’ history. The bwin brand on the chest of the white ballet of Madrid remained until 2013 before continuing as global digital Partner. With these sponsorships under the belt, bwin boosted brand presence internationally by partnering up with FIBA and Basketball Euroleague as well as the MotoGP.

Later on, market regulation in several countries allowed bwin to sponsor clubs like Manchester United, FC Bayern Munich, Juventus Turin, Olympique Marseille and RSC Anderlecht, with WWP managing more than 10 sponsorships at the same time. The partnership with these record champions continued the success story by focusing on digital communication – an industry first.


With far-reaching contacts within the sports industry, WWP is able to implement sponsorships at almost any level and in any market. Apart from consultancy on strategy and contract negotiations, WWP also helped bwin with concepts and organisation of events to bring these sponsorships to life.


Whether it’s online, below- or above the line: bwin relied on the expertise of WWP to make the most of sponsorships, both online and offline. Since season 2017/18 bwin is Champions Partner of Borussia Dortmund, resulting in touchline advertising at the Signal Iduna Park and among other digital measures an app with the latest news about the team and state-of-the-art live communication.


In less than 15 years, bwin has become the global market leader in online gaming, and one of the strongest and well-known global brands in the sector. Through the strategic partnership with WWP, bwin became one of the top ten sponsors in the football business. Over the years, WWP has supported bwin with various business and marketing strategies, making sponsorships a major part of the marketing mix of the company.

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