Bwin heavily invests in partnerships with European markets. It has sponsored multiple leagues and sports in the past, contributing to the brand's global expansion. Some of its biggest sponsorships include FC Union Berlin, Borussia Dortmund, Dynamo Dresden, and FC St. Pauli.

bwin sponsored football giant Real Madrid from 2007 to 2013 and they were also a premium partner of FC Bayern Munich. In October 2010, bwin announced a sponsorship for the upcoming three football seasons in which they would be the title sponsor of the Portuguese League Cup (renamed the "bwin Cup").