GVC Holdings’ sports betting brand bwin has signed a deal to become the first official private sports betting partner of the German Football Association.

bwin has expanded its existing partnership with the Deutscher Fußball-Bund (DFB), having been lead partner of the country’s third division of football, 3. Liga, since 2017.

The new three-season deal sees bwin secure advertising rights with the DFB and the German national teams through to the end of 2022.

The partnership also provides the operator with advertising rights for the DFB Cup, 3. Liga, and the Women’s Bundesliga. These rights will run from 1 July for three seasons until the end of June 2022.

The partnership includes perimeter advertising, hospitality, online and offline integration into the respective communication media of the DFB, the national team and associated competitions, as well as use of the corresponding logos in advertising and social media integration.

In addition, the DFB and bwin will also strengthen and develop their commitment to improving responsible gambling measures and to ensuring the integrity of the sport.

“We are greatly honoured to be a DFB partner and look forward to greatly expanding our current partnership with this new agreement,” said Stephan Heilmann, responsible for the activities of bwin in the German-speaking region.

“We look forward with great enthusiasm to the national team matches and the enthralling DFB Cup battles to come. Both offer an unparalleled environment for us to present the bwin brand. Championing responsible sports betting within this partnership will also be a crucial issue for us, and one we want to promote jointly with the DFB.”

DFB managing director Denni Strich added: “We are delighted to be extending our existing partnership with bwin to include extremely attractive sporting competitions. Joining forces with our partner, we will also be focusing attention on integrity and preventing addiction.”

Shares in GVC Holdings plc (LSE:GVC) were trading up 1.04 per cent at 682.00 pence per share in London Wednesday morning.