After concluding a sponsorship deal with the Bundesliga that will run through the '20-21 season, sports betting company Tipico launched a "testosterone-charged advertising campaign" under the slogan "Nur wer mitspielt, ist mittendrin!" ("Only Those Who Play Are Part Of The Game!"), according to Mark Baber of INSIDE WORLD FOOTBALL. As an official partner, Tipico "is allowed to advertise with the competition logos" of the Bundesliga and the 2nd Bundesliga. The brand will also receive a "first-right option" in the German Football League (DFL) media contracts and the "Matching Offer Right" with regard to special forms of advertising. Additionally, Tipico will be integrated into the DFL media platforms as part of a "digital package." The "commercial use of club rights, however, is not part of the contract." The deal was estimated by Sponsors.de to be worth between €15M ($18.4M) and €17M ($20.9M). The campaign features Bayern Munich players as well as former goalkeeper and brand ambassador Oliver Kahn, "but the main focus is on the fans," with a campaign video showing a supporter on the way to a game in what the company describes as an "energetic performance" as the fan meets other supporters and "gets to know them and their passion for football." The video is accompanied by a voiceover by hip-hop artist Summer Ce and the "driving beat" of music producer Joshimixu (INSIDE WORLD FOOTBALL, 1/17).
