Tipico Launches Elite Athlete Fund with Sporthilfe
Tipico has signed a multi-year partnership with Sporthilfe to support Germany’s elite athletes through a newly created performance fund.
The agreement strengthens Tipico’s positioning within German sport while expanding its broader brand and ESG footprint in a tightly regulated betting market.
New Fund Targets Career-Critical Phases
At the center of the partnership is a dedicated “Future Champions” fund. The initiative will provide tailored financial support to athletes at pivotal stages of their careers.
The focus is on competitors who have already achieved early success and are now targeting consistent international results.
Athletes will apply through a structured selection process. Final decisions will be made by Sporthilfe’s expert committee following endorsement from the relevant sports federation.
The funding is designed to cover individualized performance needs, depending on the athlete’s development plan.
Strategic Brand Positioning in a Regulated Market
For Tipico, the move expands its long-standing involvement in German sport. The operator already holds partnerships across the Bundesliga, 2. Bundesliga, 3. Liga and the men’s and women’s DFB-Pokal.
This latest agreement shifts the focus from league sponsorship to athlete-centered support. It reinforces the company’s commitment to German sport beyond commercial football partnerships.
In Germany’s highly regulated betting environment,sustained investment in grassroots and elite sport also supports broader brand legitimacy and long-term stakeholder alignment.
Sporthilfe Expands Top-Tier Partner Group
With Tipico joining as a national partner, Sporthilfe’s highest partnership tier now includes eight companies for the first time in its nearly 60-year history.
Other national partners include Mercedes-Benz, Deutsche Telekom, Deutsche Bank, Deutsche Post, PwC, Generali & Deutsche Vermögensberatung AG, and DEUTZ.
These organizations provide financial backing and institutional support to Germany’s Olympic and Paralympic athletes.
Executive Commentary
Karsten Petry,Board Member at Sporthilfe, said the partnership enables more personalized support for high-performance athletes at decisive moments in their careers.
Axel Hefer,CEO of Tipico Group, added that elite athletes demonstrate discipline and ambition that resonate across society, making targeted support both socially relevant and strategically aligned with the company’s values.
Long-Term Commitment to German Sport
Sporthilfe has supported German athletes since 1967. According to the foundation, athletes backed by the organization have contributed to 90% of Germany’s international sporting successes, including 299 Olympic gold medals and 372 Paralympic gold medals as of February 2026.
Tipico Group operates across Germany and Austria and remains one of the largest sports betting and online gaming providers in the German-speaking region.
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