Die Bayerische extends main sponsorship deal with Berlin International Gaming
German insurance group Die Bayerische has extended its main sponsorship agreement with esports powerhouse Berlin International Gaming (BIG) for another two years, keeping the partnership in place until the end of 2026.
The deal, first signed in 2021, sees Die Bayerische continue its backing of one of Germanys most successful esports organisations as the sector surges in popularity. BIG is far more than a traditional sponsorship partner for us. The community surrounding BIG is young, digital, and forward-thinkingCa target group with whom we, as an insurer, want to engage, said Martin Gr?fer, a member of Die Bayerisches executive board.
The renewal signals a continued commitment from Die Bayerische to embed itself within the fast-evolving esports landscape. Gr?fer added: Our partnership demonstrates that insurance remains relevant even in this fast-paced environment. Renewing this agreement is a clear indication of the lasting success of our commitment.
Esports momentum builds as Olympic games delay is confirmed
This announcement comes during a period of growth and mainstream recognition for esports. The International Olympic Committee (IOC) recently revealed that the inaugural Olympic Esports Games, initially scheduled for 2025, will now take place in Riyadh, Saudi Arabia, in 2027. IOC President Thomas Bach said, There is now a very clear roadmap to the historic first-ever Olympic Esports Games. With the Road to the Olympic Esports Games starting this year, the Games are becoming a reality.
Esports is also making moves in other corners of the competitive gaming scene. The Fortnite Championship Series (FNCS) 2025 has kicked off with an $8 million prize pool, culminating in the Global Championship in Lyon, France, this September. The competition has switched from Duos to Trios format, adding a fresh dynamic to the tournament.
Meanwhile, Counter-Strike fans are gearing up for the BLAST.tv Major in Austin, Texas, in June 2025Ca three-week-long tournament expected to inject $30 million into the local economy.
Bayerische steps up involvement beyond traditional sponsorship
This growing landscape cements Die Bayerisches position as a leading non-endemic sponsor in the esports ecosystem. Unlike traditional sports backers, the insurer has become an active player within the community. Alongside jersey branding, the company engages directly with fans through online events and live activations at gatherings like Gamescom.
One such initiative was the 2024 talent scouting programme Die Bayerische x BIG SELECTA, aimed at discovering up-and-coming players. The scheme will continue in the coming years, with the goal of propelling grassroots gamers into the professional scene.
BIGs CEO, Daniel Finkler, welcomed the extension, calling the partnership a real success story. He stated: That we are extending our cooperation by another two years reflects the mutual trust and shared achievements. We look forward to continuing to develop innovative projects and setting new standards in esports together.
The timing of the deal coincides with BIG expanding its competitive reach. While the organisation is renowned for its League of Legends and Counter-Strike 2 teams, Trackmania has become a growing focus. With drivers Dennis Massa Lotze and Nico GranaDy Gyarmati, alongside content creator Lars Lars Buchholz, BIG is seeking success on the virtual racetrack.
BIGs League of Legends squad, which has previously won two Prime League championships, is also in red-hot form. The newly assembled roster currently tops its group with three wins as the German playoffs get underway.
Future-focused branding as insurance redefines its image
For Die Bayerische, the extended sponsorship is more than slapping a logo on a team jersey. The insurer aims to redefine its brand in the digital age. By building trust within the gaming community, we are finding new ways to engage with customers and positioning ourselves as an insurer for the next generation, Gr?fer said.
Esports insiders say the partnership shows the growing influence of non-endemic sponsors in competitive gaming. Its not just about financial backing anymoreCbrands like Die Bayerische are embedding themselves within the culture and helping to grow the scene, noted an industry analyst.
BIG, founded in 2017, has become a , securing over $3 million in prize money across various titles. The organisation fields Counter-Strike 2, League of Legends, Trackmania, and Fortnite teams.
Die Bayerische, founded in 1858, manages investments of over 4.3 billion and serves around 1.1 million customers across Germany. Rating agency Assekurata recently awarded the insurer an A rating for financial stability alongside an AA sustainability grade.
