Tipico has acquired Austria-facing sports betting brand Admiral from Novomatic in an undisclosed deal to expand its presence in the DACH region.
The transaction will see Tipico acquire 100% of Atlas Group from Novomatic, with the subsidiary serving as the parent company of Admiral Group in Austria.
The deal is subject to certain closing conditions and regulatory approvals. Neither party has disclosed when the acquisition is expected to complete.
Admiral is a local hero in Austria and serves as the title sponsor of the country’s top-flight football division, the Austrian Bundesliga.
As per Semrush data from November 2024, Admiral was the fifth-most visited betting site in the market with around 1.2 million visits.
The brand sits behind bet365, also attracting around 1.2 million visits, but is some way behind state-owned operator Win2Day with 9.5 million hits in November.
Admiral also has a retail footprint across Austria, aligning with Tipico’s existing omnichannel approach.
Tipico, which celebrated its 20th anniversary last year, is the sports betting leader in Germany and also secured a licence to launch online casino in Schleswig-Holstein.
Management had previously spoken of expanding the Malta-headquartered firm’s reach in neighbouring Austria.
The CVC Capital Partners-owned firm exited the US sports betting market last year and sold its online sportsbook and casino tech to LeoVegas Group.
Novomatic said the disposal of Admiral aligned with its plans to increase “focus on its international business orientation”.
Axel Hefer, Tipico Group CEO, said: “This agreement is an important milestone in Tipico’s expansion strategy to further broaden our leading role in the German-speaking market and strengthen our position in Austria.
“For 20 years, Tipico has stood for state-of-the-art technology, innovative products and consumer protection.
“We are pleased to have found in the Admiral Group a partner who shares these same values. We look forward to a successful future in the Austrian sports betting and gaming market.”
Stefan Krenn, Novomatic executive board member, added: “We have decided to sell the Admiral Group in Austria in order to focus on international growth markets and drive further global expansion.
“In Tipico, we found a highly professional and reliable partner who will continue to operate Admiral in Austria successfully and sustainably.”
The post Tipico acquires Austria-facing Admiral from Novomatic first appeared on EGR Intel.
German sports betting giant expands reach in DACH region after moving to snap up omnichannel brand
The post Tipico acquires Austria-facing Admiral from Novomatic first appeared on EGR Intel.