Betano has unveiled its debut television campaign with FC Bayern München, marking a major step forward in the partnership between the two brands. The campaign, titled “Genau So” (“Exactly Like That”), will air across Germany and connects Bayern’s historic legacy with its modern ambitions.
A Story Bridging Bayern’s Past and Future
At the centre of the campaign is a young, aspiring player wearing FC Bayern training kit featuring Betano branding. Blending live action with animation, the narrative takes viewers through iconic Bayern moments, paying homage to the club’s legends, before shifting focus to its future goals and the next generation of talent.
Two Bayern icons, Stefan Effenberg and Raimond Aumann, make special appearances, symbolising the club’s enduring identity and its bridge between eras.
Strengthening a Growing Partnership
Pablo Puertas, Marketing Director at Kaizen Gaming, highlighted the significance of the new campaign: “This marks another major milestone in our partnership with FC Bayern München. By featuring legends like Effenberg and Aumann, we are building a bridge between Bayern’s proud past and its digital future. We are not just a sponsor; we are part of the fan’s journey.”
The campaign reinforces Betano’s brand positioning as a premium, tech-driven platform that puts fan experience at the core of its strategy.
Creative Concept by Another Circus
The film was developed by creative agency Another Circus. Creative Director Leonidas Arvanitis said the team focused on what it means to truly become part of the FC Bayern family: “It’s the rich history, the legends, the values – but above all, the daily hard work. Betano’s logo on the training shirt transforms our young protagonist into a Bayern player in spirit.”
Betano Expands Its Global Football Footprint
The FC Bayern campaign follows a period of heavy investment in football sponsorship by Betano. The operator has recently:
- Secured a front-of-shirt partnership with Flamengo in Brazil
- Extended its main sponsorship of Sporting CP in Portugal
- Signed a partnership with River Plate in Argentina
These deals underline Betano’s strategy to strengthen visibility in the world’s most influential football markets.
With “Genau So,” Betano and FC Bayern are not simply launching a TV spot – they are presenting a campaign that aligns brand identity with club culture, while setting the tone for deeper fan engagement in the seasons ahead.
Sources: Gambling Insider, Gaming America
