Tipico launches newest campaign: “You are Tipico” – football anywhere, anytime

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  • “You Are Tipico” symbolizes the passion for football in every fan’s life
  • First broadcast during the Bundesliga match Eintracht Frankfurt vs. Borussia Dortmund, live on Sky and Sat.1
  • Advertising by licensed providers ensures player protection by channeling demand into the legal, regulated market

Tipico launches its new annual campaign “You Are Tipico” this evening. The campaign conveys a simple truth: passion for football knows no boundaries. It does not end at the final whistle, nor does it begin only inside the stadium. Whether on the pitch, on the way there, or in the middle of everyday life – football accompanies fans throughout their lives. Tipico captures exactly this feeling and translates it into a visual and brand language that shows football as lived reality rather than a single event.

DFB Cup and professional leagues in focus

For the first time, Tipico addresses fans directly: “You Are Tipico.” This approach creates an immediate connection between the brand and the fans and stands for the shared passion for football: lived by the fans – carried forward by Tipico. In addition to the Bundesliga, 2. Bundesliga, and the DFB Cup, the 3. Liga is now also an integral part of the campaign.

This means that all German men’s professional football leagues are visibly represented.

Advertising as an important tool for legal offers

Director of Sports Brand & Marketing Acquisition Kajetan Strini-Brown says: “With ‘You Are Tipico’ we show that football is more than a single event. It is part of fans’ daily lives and identities. This is precisely why, as a market leader, we carry responsibility: only when our legal offering is visible can our player protection, youth protection, and prevention measures take effect. Advertising is a key instrument to guide players toward legal offers and away from the black market. Consumer protection exists only in the legal market.”

Advertising determines where people play. It enables legal offers to be clearly distinguished from illegal ones and helps customers avoid the risks associated with black market platforms. The campaign launches this evening with a 15-second image spot shortly before kick-off of the Bundesliga match Eintracht Frankfurt vs. Borussia Dortmund and will be broadcast live on Sky and Sat.1.

Additional visual material can be found here: Key Visuals Campaign 2026 “You Are Tipico”