HSV Signs Exclusive Partnership with bet365.

Roger Hampel

Photo Credit: Hamburger SV (HSV)

Hamburger SV (HSV) has signed a new three-year exclusive partnership with bet365, one of the world’s largest online betting companies. The agreement, announced by the club, provides bet365 with extensive visibility across HSV’s matchday, media, and digital platforms, making the operator a key presence in the club’s commercial strategy through the end of the 2027/28 season.

Agreement Structure HSV bet365

The contract grants bet365 a comprehensive set of rights designed to maximize exposure during HSV’s competitive fixtures and beyond:

• Stadium advertising: bet365 branding will appear prominently on LED boards during all home matches at the Volksparkstadion, ensuring visibility for fans in attendance and for millions watching live broadcasts in Germany and internationally.

• Media exposure: The betting company’s logo will be integrated into press conference backdrops and interview boards, placing the brand in view during pre-match briefings, post-match analysis, and other media interactions with players and staff.

• Digital presence: HSV will feature bet365 across its official website, mobile applications, and social media channels, further extending the brand’s reach to online audiences and strengthening its digital footprint among younger demographics.

The breadth of these assets means bet365 will maintain a constant presence across both physical and digital environments, reaching supporters at the stadium, on television, and online.

Duration and Exclusivity

The contract is set to run for three full seasons, through the 2027/28 campaign. Importantly, the deal is structured as an exclusive betting partnership, which prevents rival betting operators from entering into similar sponsorship agreements with HSV during the term. Exclusivity is a common strategy in the sector, ensuring that the sponsoring brand achieves a clear and undiluted position within the club’s marketing landscape.

For HSV, this guarantees a stable, long-term commercial relationship with a single betting partner. For bet365, it provides uninterrupted access to one of Germany’s most historic football brands.