Chinese Bookmaker Latches Onto Werder Bremen

The two-year deal with Heji18.com, an online games and betting company, will be reportedly worth US$1.82m for the German football club, and also allows the online betting platform to circumvent strict anti-gambling advertising laws in China.

Under the deal, Heiji18.com’s will be allowed to advertise in Weser-Stadion, the home ground of Werder Bremen and match day exposure across the world during live matches, will certainly increase the company’s visibility in Asia.

“Heji18 is one of the leading online gaming providers in the Asian market and is keen to increase its popularity level through its commitment to Werder Bremen,” said Klaus Filbry, chief executive of Werder Bremen.

“The Bundesliga and Werder Bremen have a very large presence, especially in China. The partnership with Heji18.com is thus not only a further strong addition to our sponsorship pyramid but also an important step in the internationalisation process for Werder Bremen.”

In recent years, gambling companies—predominatly Chinese ones—have been dodging the tight anti-gambling measures in Asia by securing shirt sponsorship deals and commercial partnerships with European football teams. While it’s obvious that the EPL and CSL have been capturing more interest from the Chinese urban population, the Bundesliga, is still one of the most followed European football leagues in China…More so, when the Bundesliga has been on the charm offensive with clubs staging pre-season tours, youth development partnerships and localised fan engagement for Chinese football fans on the digital and social realms.