Frankfurt, 21 November 2018 – Sports betting company XTiP, a subsidiary of the family-owned Gauselmann group from Espelkamp in North Rhine-Westphalia, and the marketing agency Lagardère Sports have launched a digital pilot project and, along with DSC Arminia Bielefeld and MSV Duisburg, are making innovations in sponsoring communications. With the integration of location-based services technology in the mobile apps of the two clubs, users can now be addressed personally with content that is adapted to their respective whereabouts.

The bonus for the fans: if they are around the Bielefeld Schüco Arena or the Schauinsland Travel Arena on match day, they will receive push notifications from XTiP in which they are informed about current special offers in the stadium or promotions from the sports betting company.

“XTiP and Lagardère, together with DSC Arminia Bielefeld and MSV Duisburg, are the first to use location-based services in football. This is a win-win situation, as XTiP can focus more on local fans while they enjoy great deals with their favourite club,” says Mathias Dahms, Managing Director of XTiP Sportsbook.

Söhnke Preuss, Senior Digital Director at Lagardère Sports, adds: “As a modern sports marketing agency, we aspire to develop innovative digital platforms for our rights holders and create valuable sponsorship formats for brands. We are therefore delighted to be working together with XTiP on this innovative activation of the partnership at Arminia Bielefeld and MSV Duisburg, and to be able to accompany an exciting pilot project in location-based services in the area of digital sponsorship.”

Lagardère Sports has worked with Accengage, a leading provider of mobile customer relationship management (CRM) and push notification technology.

Lagardère Sports currently designs and develops mobile apps for twelve German clubs and advises rights holders on the implementation of other digital platforms and marketing.

About XTiP Sportwetten
The holding company Merkur Sportwetten, a subsidiary of the family-owned Gauselmann Group, based in Espelkamp, is where the entire national and international sports betting business of Gauselmann is bundled. This includes both the group’s own betting company Cashpoint and the sales organisations in the core markets of Germany (under the XTiP brand), Austria and Denmark (under the Cashpoint brand). In Germany, under the Mercury Sun brand, XTiP markets exciting sports betting entertainment, both with physical machines (at individual betting shops and terminals) and online (via the mobile app and desktop PCs at xtip.de). Here customers and franchisees benefit from a unique system that allows users to take advantage of the offer anywhere – in any shop, at any terminal and online – with a customer card. The XTiP shop concept includes the operation of its own betting exchanges as well as a franchise system for betting shops, points of sale and shop-within-a-shop systems. In total, XTiP employs more than 300 people and has around 1,000 in-house sales points in Germany.