Admiral Sportwetten

What Admiral Sportwetten does

ADMIRAL Sportwetten GmbH is an Austrian-licensed sports betting operator headquartered in Gumpoldskirchen, Austria, and a subsidiary of the ADMIRAL Gruppe within the Novomatic gaming conglomerate. The company serves adult Austrian sports bettors through a dual online and retail distribution model: the sports.admiral.at web platform and iOS/Android mobile app handle online wagering, while a nationwide network of branded Admiral Filialen (retail betting shops) provides over-the-counter service. Its core product is a sportsbook covering pre-match and live betting across football, tennis, ice hockey, basketball, handball, e-soccer, NFL, darts, NASCAR, and snooker, complemented by free in-platform live streaming, Streak66/99 streak betting, SIXPACK prediction game, an editorial news portal, and Sportradar-powered statistics.

Underlying technology combines a standard online sportsbook stack with third-party integrations: Sportradar supplies real-time scores, results, and the statistics portal, while Opta by Stats Perform powers analytics on the news portal. Live streaming is gated behind account registration (within 3 days) or recent wagering activity (within 5 days). Payment infrastructure supports PayPal, Paysafecard, Mastercard, Visa, Apple Pay, EPS, and Skrill. The platform is GDPR-compliant and holds Quality Austria, CIS, and G4 responsible-gambling certifications.

Admiral generates revenue through the margin (overround) embedded in sports betting odds on both winning and losing wagers. The go-to-market relies heavily on sports sponsorship as the primary brand vehicle, including title naming rights to the Admiral Bundesliga, Admiral 2.Liga, and Admiral Frauen Bundesliga, plus partnerships with the ÖFB, OEFB, OETV, ÖHB, and Handball Liga Austria. All online services are operated exclusively within Austria under the regulatory supervision of the OÖ Landesregierung (Upper Austrian State Government), which also constitutes the principal regulatory constraint on expansion.

Name

Admiral Sportwetten

Legal name

ADMIRAL Sportwetten GmbH

Website

https://admiral.at

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Admiral Sportwetten GmbH is an Austrian-licensed sports betting operator serving adult Austrian consumers via online sportsbook, mobile app, and a nationwide retail branch network, with integrated live streaming, Sportradar-powered statistics, and major Austrian football sponsorship.

Ownership category

akta.pro rank

Product category

Sports Betting Services

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Sportsbook & Race Book Hardware (Betting Terminals, Display Walls, Tote Terminals) (MPAEANAH)

Keywords

• Sports betting services
• Online sportsbook
• Retail betting shops
• Live sports wagering
• Odds and predictions

Headquarters

HQ city

Gumpoldskirchen

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Sports Betting Wagering: Admiral Sportwetten generates revenue primarily through the margin built into sports betting odds. Customers place bets on sporting events at offered odds, and the company retains the difference between the implied probability of all outcomes and 100% (the overround). Revenue is generated on a per-transaction basis from winning and losing wagers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

ADMIRAL Sportwetten GmbH is an Austrian licensed sports betting operator offering pre-match and live sports wagering across football, tennis, ice hockey, basketball, handball, e-soccer, NFL, darts, NASCAR, and snooker. The company distributes its services through an online platform (sports.admiral.at and mobile app) and a nationwide network of physical retail betting shops (Admiral Filialen), with revenue generated from the margin built into betting odds. Complementary offerings include free live event streaming, Sportradar-powered statistics, and prediction games (Streak66, SIXPACK).

Product overview

Admiral Sportwetten is an Austrian sports betting operator offering both online and retail sports wagering. The core offering consists of the ADMIRAL Sportwetten Online Sportsbook (online platform) and ADMIRAL Filialen (retail betting shops). These are complemented by add-on modules: ADMIRAL Livestreaming (live event streaming), ADMIRAL Streak66/Streak99 (betting streak challenges), ADMIRAL SIXPACK (prediction game), ADMIRAL News (editorial news and betting tips portal), and ADMIRAL Statistiken (Sportradar-powered statistics portal). The online platform serves as the primary digital channel, while retail shops provide in-person betting access.

Differentiator

Problem solved

Functional benefit

Products and services

• ADMIRAL Sportwetten Online Sportsbook

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ÖFB (Austrian Football Association)coreStrategic or Co-development PartnerADMIRAL Sportwetten is a major sponsor and partner of the Austrian Football Association (ÖFB), sponsoring the ÖFB Cup (ÖFB Cup) and serving as the naming sponsor for the Admiral Bundesliga, Admiral 2.Liga, and Admiral Frauen Bundesliga competitions. The partnership provides exclusive betting rights association, brand visibility on match broadcasts, and branded league assets.
• ÖFB (Austrian Football Association) - Bundesliga SponsorshipcoreStrategic or Co-development PartnerTitle naming sponsor of the Admiral Bundesliga, Admiral 2.Liga, and Admiral Frauen Bundesliga. ADMIRAL branding appears on official league websites (bundesliga.at, 2liga.at), match broadcasts, and promotional materials, providing extensive brand exposure to Austrian football fans.
• SportradarcoreTechnology or IntegrationADMIRAL Sportwetten integrates Sportradar's live scores and statistics technology into its platform (ls.sir.sportradar.com/admiral and s5.sir.sportradar.com/admiral). Sportradar provides real-time match data, results, and statistical analysis supporting the live betting product.
• Handball Liga Austria (HLA)minorStrategic or Co-development PartnerADMIRAL is a sponsor of Handball Liga Austria (HLA) and the Austrian Handball Association (ÖHB), with branding appearing on HLA's official website (hla.at) as part of the sports sponsorship portfolio.
• Österreichischer Tischtennis Verband (OETV)minorStrategic or Co-development PartnerADMIRAL Sportwetten sponsors the Austrian Table Tennis Association (OETV), with logo placement on the OETV website and associated platforms.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• bwin (Entain): One of Europe's largest online sportsbooks operated by Entain, with deep market presence in Germany and Austria. Competes with Admiral across online sports betting and uses substantial sponsorship budgets in European football.
• bet365: Global privately-held online sportsbook with a dominant product catalog and live betting experience. A top-tier international competitor for Austrian bettors even without a local license.
• William Hill International: International online sportsbook owned by 888/Evoke, with European operations. Comparable to Admiral as an established online sportsbook competitor pursuing the same European sports betting customer base.

Direct peers

• Tipico: Major DACH-focused online and retail sportsbook headquartered in Malta with strong German and Austrian presence. Directly competes with Admiral on odds, football sponsorship, and online sportsbook product in Austria.
• Interwetten: Austrian-founded online sportsbook with a long-standing presence in DACH markets. Directly comparable to Admiral in terms of Austrian heritage, online sportsbook focus, and customer base overlap.
• bet-at-home: Austrian-founded online sportsbook and gaming operator historically listed in Frankfurt. Competes head-to-head with Admiral on Austrian online sports betting customers and sponsorships.

Others

• Sportradar: Sports data and content provider used by Admiral for live scores, statistics, and odds feeds. Comparable as a critical infrastructure and technology partner in the sports betting value chain.
• Novomatic Group: Austrian gaming conglomerate and parent entity of ADMIRAL Gruppe. Comparable because it owns Admiral Sportwetten and operates complementary gaming technology, casino, and slot operations across the same customer base.

Regional players

• win2day: Austrian online gaming platform jointly operated by Casinos Austria and Austrian Lotteries. Comparable to Admiral as a domestically licensed Austrian gambling operator combining lottery, casino, and sports-related products.
• Casinos Austria: Austrian casino and gaming operator offering land-based casinos and online gaming. Comparable to Admiral as a domestically anchored Austrian gambling operator competing for the same regulated customer wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/ADMIRALaut
• Facebookfacebook.com/ADMIRALaut
• Instagraminstagram.com/admiralsportwetten
• TikToktiktok.com/@admiral.sportshow

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Admiral Sportwetten