Tipico Sportwetten, a German-language online bookmaker, has made a bid to enhance its brand profile and boost coverage for the latter half of the 2018/19 Bundesliga Championship by launching a new multi-channel advertising campaign.

The new campaign, entitled ‘Nur wer mitspielt, ist mittendrin –Those who play are in the thick of it’ was broadcast during the Tipico-sponsored FC Bayern Munich’s 3-1 win over 1899 Hoffenheim.

“The campaign is reinforcing the emotions of live football, which can bring fans closer to the game with the bet,” explains  Marlon van der Goes, Chief Commercial Officer at Tipico.

“We are here to maximize the excitement for our customers, as we are the number one bookmaker in Germany providing the best sports betting experience.”

Co-developed by Hamburg creative agency Jung von Matt (JVM) and Berlin-based studio ICONOCLAST as production lead, Tipico’s new campaign sees the DACH betting group strengthen its connection to the Munich football club.

The new campaign focuses upon the Bayern Munich fan experience, choosing to emphasise the matchday culture and raw emotion of fans.

It distances itself from the bookmaker’s previous use of brand ambassadors such as Oliver Khan and Peter Schmeichel to promote its services.

Tipico previously used the goalkeepers as the faces of its ‘Big Match’ campaign, which aimed to support the operator’s TV advertising content, with digital and social media led content featuring the legendary goalkeepers.