Gambling sponsorship in German football continues: 1. FC Kaiserslautern has a new sponsor from this segment for the 2023 / 24 season. A press release from the club reveals that NOVOLINE will be present at the Red Devils in the future.

With the European Football Championship just around the corner, the sponsorship of gambling companies and the large presence of such brands in German sport in general is increasingly coming under fire. The German government's drug czar, Burkhard Blienert, has even called for a ban on sports betting advertising, and many citizens agree with him.

German football and its officials, however, remain unimpressed. In the run-up to the 2023/24 season of the 2. Bundesliga, a number of clubs have already announced partnerships with major gambling companies.

1. FC Kaiserslautern is one of the clubs with gambling sponsors. "LÖWEN ENTERTAINMENT will be visible at the games in the Fritz Walter Stadium with the NOVOLINE brand on the LED perimeter board, among other things, and the brand will also be represented at all DFB Cup games of FCK with a logo on the sleeve of the Red Devils," reads the press release in question.

This is what FCK and LÖWEN ENTERTAINMENT say about the partnership

FC Kaiserslautern has partnerships with brands such as Coca-Cola, Lotto Rheinland-Pfalz and bfd buchholz, some of which go back many years. Now NOVOLINE has been added to the list - and the club is (of course) extremely positive about guaranteeing an equally fruitful cooperation as with many other brands.

FCK Managing Director Thomas Hengen welcomes LÖWEN with the following words: "It is important for us to have a close relationship with our partners in the region. With NOVOLINE we are pleased to have the support of a regional company from Bingen. And of course we hope that the sleeves will be seen as often as possible in the DFB Cup next season.

Oliver Bagus, Managing Director of Gaming Technology at Löwen Entertainment, is no less enthusiastic about the neighbourly cooperation: "As one of the leading German developers and manufacturers of gaming machines, we have been at home in Rhineland-Palatinate for 70 years. We are therefore delighted to be able to support FCK - a traditional club in our direct neighbourhood - with our core brand NOVOLINE as an exclusive partner.

About LÖWEN and NOVOLINE LÖWEN ENTERTAINMENT is based in Bingen on the Rhine. The company is only about 1.5 hours away from 1. FC Kaiserslautern. The company develops, produces and operates a wide range of gaming machines under the NOVOLINE brand. The company was founded in 1949 and today employs more than 4,000 people worldwide. In addition to land-based gaming, the portfolio also includes a wide range of virtual slot games, which are primarily offered under Novoline.de. NOVOLINE is state-licensed in Germany for both slot machines and online sports betting.

NOVOLINE is exclusive partner of 1. FC Kaiserslautern

NOVOLINE has the status of an exclusive partner of 1. FC Kaiserslautern. Affiliated brands enjoy the highest privileges the club has to offer. The club's managers refer to such a cooperation as a "multi-channel tool" that offers advertising opportunities with TV presence in the stadium, on the Internet, in print and in the team environment.

The communication mix is tailored to the company's objectives in order to maximise the reach of the advertising message. In addition to the general sphere of influence, FCK uses its large fan base as an argument for cooperation: "Use the environment of the traditional club with the most loyal fans in the league to bring your brand to life. Celebrating victories together or suffering defeats together emotionalises, connects and unites". Of course, every brand would like to associate its services with similar values.

Conclusion

Gambling sponsorship is and will remain an important source of income for German football clubs. Basically, it is hard to blame the clubs for bringing in financially strong partners from the industry, especially in view of the increasingly expensive business of football. The 2nd Bundesliga in particular will be enormously strong in the 2023/24 season. In this context, "any means necessary" to give their own players an advantage seem to be absolutely welcome. Nevertheless, the criticism and the question remain whether such a large presence of gambling in sport is acceptable.

 Image source: https://pixabay.com/photos/banner-flag-logo-soccer-bundesliga-2974190/ 

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