Merkur Group Partners with RB Leipzig in New Sponsorship Deal
Merkur Group has been announced as the official partner of Bundesliga football club RB Leipzig. The two-year partnership will see the company promote its umbrella brand, Merkur, and its new sports betting brand, Merkur Bets, during top-tier German football matches.
Expanding Presence Through Bundesliga Sponsorship
Under this agreement, Merkur Group will gain significant visibility during RB Leipzig’s matches at the Red Bull Arena, as well as on live TV broadcasts.
The company’s branding will be prominently featured on LED advertising boards and Cam Carpets during Bundesliga games.
A Partnership Built on Shared Values
Nils Rullkotter, Senior Manager at the Board of Management for Marketing, Communication, and Politics at Merkur Group, expressed excitement over the collaboration:
“RB Leipzig’s journey represents an extraordinary success story and we are very proud to welcome a partner at Champions League level to our network. The club has made a name for itself not only in Germany, but also internationally. RB Leipzig stands for innovative concepts, attractive football, and joy of playing, which fits perfectly with Merkur products and our brand promise of ‘joy in the game’.”
Digital and On-Field Collaboration
Merkur’s sponsorship role will extend beyond traditional advertising. The company will also be responsible for presenting the Bundesliga table for RB Leipzig’s men’s team on all digital media platforms, further enhancing its brand presence across multiple channels.
RB Leipzig’s Chief Commercial Officer, Matthias Reichwald, echoed the sentiment of shared values between the two organizations:
“The Merkur Group has followed an impressive path for many years, which has led the company consistently upwards: with creativity, flexibility, enthusiasm, and, above all, total conviction. With this partnership, we want to create special synergies for both brands: both for the live football experience in the stadium and on the digital platforms.”
Merkur Group’s Recent Rebranding
The partnership announcement comes in the wake of Merkur Group’s recent rebranding. Formerly known as Gauselmann Group, the German gaming giant officially transitioned to Merkur Group on January 1, 2024.
This change marks a significant change for the company, which has been in operation for 67 years, now continuing its journey under the new name Merkur.com AG.
Football Sponsorship Trends and Gambling Regulation
Merkur’s move follows a trend among gaming companies forming partnerships with European football clubs. Other recent deals include partnerships between betting brands such as Rollbit, BC.Game, Betway, and bj88 with Premier League clubs.
These agreements are being made ahead of the planned ban on front-of-shirt gambling sponsorships in the Premier League, set to take effect after the 2025/26 season.
