Gaming leader Tipico has entered a multi-year partnership with Stiftung Deutsche Sporthilfe, becoming the foundation's newest National Sponsor to support Germany's elite athletes in their pursuit of sporting excellence. The collaboration establishes a specialized fund designed to provide targeted, individualized support during crucial phases of athletic careers.
Strategic Partnership Framework
The partnership centers on creating an environment where top-level performance becomes achievable for Germany's most promising athletes. Beyond simply supporting individual success, the initiative aims to establish a culture that recognizes the demanding journey to world-class achievement and values sporting excellence more broadly in German society.
“Together with Tipico, we want to help first-class athletes become real champions – and thereby become the role models of tomorrow.”
— Karsten Petry, Sporthilfe Board Member for Marketing, Sales and Events
The newly created Champions Fund represents the partnership's core component, enabling precise, individualized support during decisive career moments. Target recipients include athletes who have already achieved initial success and are preparing for the next significant step toward sustained, long-term excellence.
Champions Fund Structure
The Champions Fund operates as a grant-based system rather than traditional sponsorship, allowing athletes to maintain competitive independence while receiving support. Unlike general sports funding, this initiative targets athletes already showing international potential, filling a crucial gap between emerging talent programs and established champion support.
Application and Selection Process
Athletes can apply for fund support through a structured application process requiring both a written application and a short video presentation. In their video submissions, candidates introduce themselves, explain their intended budget usage, and outline the sporting goals they aim to achieve through the funding.
The selection process involves multiple stakeholders. After receiving approval from the relevant sports federation, Sporthilfe's expert advisory committee determines which athletes receive funding for their individualized programs. Support scope and focus areas align directly with each athlete's specific requirements.
“Our Olympic and Paralympic athletes show what it means to push performance boundaries. For them to unleash their full potential, they need perfect conditions and individual support. And precisely such an individual budget is the focus of our new partnership.”
— Karsten Petry, Sporthilfe Board Member
Corporate Commitment to Athletic Excellence
Tipico's involvement reflects the company's broader philosophy regarding athletic achievement and its societal value. The partnership acknowledges that sporting success requires comprehensive support systems extending beyond individual talent and discipline.
“Top athletes convince through their will, their ambition, their discipline and their perseverance. Thus they are role models for our society. And that's exactly why we all benefit when an environment is created in which they can be maximally successful.”
— Axel Hefer, CEO of Tipico Group
Expanding National Sponsor Network
With Tipico's addition, Sporthilfe's National Sponsor tier expands to eight partners for the first time in the foundation's nearly 60-year history. The gaming company joins an established group including Mercedes-Benz, Deutsche Telekom, Deutsche Bank, Deutsche Post, PwC, and Generali & Deutsche Vermögensberatung AG. DEUTZ also recently joined as a National Sponsor in early February.
These National Sponsors provide substantial economic and ideological contributions supporting Germany's top athletic talent. The partnership level represents the highest tier of Sporthilfe collaboration, reflecting significant commitment to German sporting excellence.
8
National Sponsors (first time in 60-year history)
60
Years of Sporthilfe operation
90%
German international success rate by supported athletes
299
Olympic gold medals by supported athletes
372
Paralympic gold medals by supported athletes
Enhanced Sports Portfolio
For Tipico, the Sporthilfe partnership complements existing sports sponsorships including the Bundesliga, 2. Bundesliga, 3. Liga, and both men's and women's DFB-Pokal competitions. This expanded portfolio demonstrates the company's comprehensive commitment to German sports at multiple competitive levels.
Did you know?
Sporthilfe has supported German athletes since 1967, with supported athletes contributing to 90% of German successes in international competitions, including 299 Olympic gold medals and 372 Paralympic gold medals as of 18 February 2026.
The partnership structure recognizes that elite athletic performance requires more than natural talent – it demands systematic support addressing financial needs, career planning, and personal development. Through targeted funding during critical career phases, the initiative aims to bridge gaps that might otherwise prevent talented athletes from reaching their maximum potential.
Gaming Industry Sports Investment Trend
Tipico's multi-tier sports portfolio strategy reflects a growing trend where gaming companies diversify across professional leagues and elite athlete development. This approach creates brand visibility at grassroots, professional, and international levels while building long-term relationships with sporting communities.
Foundation for Future Success
Sporthilfe's nearly six-decade track record demonstrates the effectiveness of structured athletic support. As Germany's most important private sports funding initiative, the foundation continuously adapts its support concepts to match evolving athletic requirements and competitive landscapes.
The partnership with Tipico represents both continuity and innovation in German sports support. While maintaining established principles of comprehensive athlete development, the collaboration introduces new funding mechanisms specifically designed for athletes transitioning from promising talent to championship-level performance.
The partnership signals a shift toward more personalized, career-phase-specific support that could reshape how Germany develops its sporting champions.
Personalized Funding Innovation
The Champions Fund represents a departure from traditional blanket sponsorship models. By focusing on career transition phases – the critical period between promising talent and championship performance – this approach addresses a historically underfunded gap in German athletic development.
Implications for German Athletic Development
This partnership establishes a precedent for gaming industry involvement in elite sports development, potentially inspiring similar collaborations across German athletics. The individualized funding approach could influence how other sponsors structure their athletic support programs, emphasizing customized assistance over standardized sponsorship models.
The initiative's success will likely be measured not only in immediate athletic achievements but also in its broader impact on German sporting culture and the development of sustainable support systems for future generations of elite athletes.
According to Tipico Group.
