Tipico Sportwetten has launched its 2026 high-impact multimedia marketing campaign, “Du bist Tipico” (“You are Tipico”).
Debuting to German audiences during the Sky Bundesliga Saturday Match between Eintracht Frankfurt and Borussia Dortmund, the campaign showcases Tipico’s renewed brand image and tagline for 2026.
The year is set to be defined by a cult-like following for football, culminating in the FIFA World Cup in Canada, Mexico, and the USA later this year.
As Germany’s largest sportsbook (retail and online), Tipico underlines its deep connection to football, a reality that forms an integral part of everyday life in the brand’s core markets, which the new campaign seeks to depict.
Under the tagline “Du bist Tipico”, Germany’s heritage sportsbook emphasises that it is intertwined with the nation’s football fandom as the principal betting partner of the Bundesliga, Bundesliga 2, and DFB Cup.
Kajetan Strini-Brown, Director of Sports Brand and Marketing Acquisition, commented: “With ‘You are Tipico,’ we show that football is more than just a single event — it’s part of the everyday lives and identity of the fans.
“That’s precisely why we, as market leaders, bear responsibility: only when our offerings are visible can our player protection, youth protection, and prevention measures be effective.”
The opening months of 2026 will also see Tipico merge with French counterpart Betclic to form the Banijay Gaming unit, the iGaming and sports betting division of Banijay Entertainment.
Valued at €9bn, the merger of Tipico, Germany’s biggest gambling group with Betclic, France’s leading online sportsbook, is viewed by backers as creating a new European heavyweight in global gambling.
2026… Deutsche judgements
At home in Germany, Tipico awaits the GGL’s forthcoming recommendations on gambling advertising, as the regulator conducts an academic review on advertising coverage, conduct, and exposure.
Proposals under consideration include new protections for vulnerable audiences, alongside enhanced controls on targeting, messaging, and the overall portrayal of gambling in advertising.
Industry licence holders have called on the the regulatory agency of the GGL to ensure that changes do not hinder efforts to combat the black market. The illegal market has reportedly doubled in size following the relaunch of Germany’s regulated interstate market in July 2021.
As Strini-Brown reiterates: “Consumer protection only exists in the legal market. Advertising determines where people play. It helps customers clearly distinguish legal offers from illegal ones and avoid the risks of the black market.”
Expanding on his remarks, Strini-Brown underlined that visibility and transparency are not merely marketing privileges but core pillars of responsible market behaviour. As such, Tipico must be allowed to maintain an open and traceable presence in the public domain if the regulated system is to function as intended.
“Regulated operators carry out mandatory KYC checks, data security, and player-protection protocols that simply do not exist in the shadow economy. If these companies are pushed out of the public space, the conversation shifts to unregulated platforms that offer no protection, no taxation, and no accountability,” he explained.
For Strini-Brown, the advertising debate goes far beyond commercial exposure — it is about safeguarding the integrity of the regulated ecosystem.
Responsible promotion, he argued, provides the critical bridge between visibility and protection, ensuring that consumers can make informed choices and understand where safe and legal play begins and ends.
“Germany’s goal should be a balanced framework — one that protects players without silencing legal operators who uphold the system. Effective regulation depends on transparency, not invisibility,” Strini-Brown concluded.