The Tipico Group, a leading sports betting and online gaming provider in Germany and Austria, has entered a multi-year partnership with the Malta Football Association (MFA) as the official partner of Malta's men's national football team. This strategic alliance marks a significant milestone in Tipico's over 20-year presence as one of Malta's most attractive employers.
Recruitment-Focused Partnership Strategy
The collaboration centers on strengthening Tipico's recruitment efforts through its Tipico Careers portal (www.tipico-careers.com), demonstrating the company's long-term commitment to local talent acquisition. With over 450 employees currently based in Malta, Tipico aims to expand opportunities across technology, finance, legal, and other supporting business functions.
The partnership strategically targets Malta's qualified workforce who share a passion for sport, leveraging football's popularity to enhance Tipico's visibility as an international employer on the island.
450+
Current Tipico employees in Malta
20+
Years of Tipico presence in Malta
26 March 2026
Partnership debut date vs Luxembourg
Brand Integration and Stadium Presence
Under the agreement, Tipico's logo will appear prominently on various official MFA and national team items, including training shirts, sweatshirts, polo shirts, training jackets, and entrance jackets worn during the national anthem. The partnership also includes advertising boards in the national stadium, access to official merchandising products and tickets, plus digital and social media integrations.
All digital activities will prominently feature Tipico's employer portal, reinforcing the recruitment-focused nature of this sponsorship deal.
“The Tipico brand is firmly rooted in professional football – as are our sponsoring activities. Furthermore, Tipico has been headquartered in Malta for more than 20 years and employs over 450 people on the island. That's why we're very pleased about this new partnership with the Maltese national team to further increase our visibility as a reliable, attractive and international employer in Malta.”
— Kajetan Strini-Brown, Director of Sports Brand & Marketing Acquisition at Tipico
“We are very pleased to welcome and work with Tipico, a globally recognized brand in online gambling. Both organizations live and love football, which forms a promising foundation for strong cooperation. We look forward to achieving success together both on and off the pitch.”
— Bjorn Vassallo, President of the Malta Football Association
Partnership Visibility Scope
Beyond the mentioned items, sports sponsorship deals in Malta typically include VIP hospitality packages, player meet-and-greet opportunities, and co-branded content creation rights. The digital integration aspect allows Tipico to leverage Malta's high social media engagement rates, with the country ranking among Europe's top users of Facebook and Instagram per capita.
Debut at Crucial Nations League Match
The partnership's first major showcase will be Malta's UEFA Nations League playoff match against Luxembourg on 26 March 2026. This encounter represents a crucial opportunity for Malta, as the team fights for promotion to League C in the competition.
Strategic Implications for Malta's Gaming Sector
This partnership reflects the evolving relationship between Malta's established gaming industry and local sporting institutions. By positioning itself as both a sporting sponsor and employer brand, Tipico demonstrates how international gaming companies can contribute meaningfully to Malta's broader economic and cultural landscape while addressing talent acquisition challenges in a competitive market.
Industry Trend Analysis
Gaming companies increasingly use sports partnerships for talent acquisition rather than customer acquisition due to regulatory restrictions. Malta's gaming sector employs approximately 9,000 people across 300+ companies, making employer branding crucial for attracting skilled professionals in fintech, compliance, and software development roles.
According to Tipico Group.
