Betano, owned by Kaizen Gaming, has signed a sponsorship agreement with Bayern Munich as part of its push to increase brand recognition in the German market.
Since entering the German market in 2018, Betano has actively invested in brand visibility through television campaigns primarily targeting Bundesliga viewers. In the 2018/19 season, Betano also became the official regional betting partner of the EHF Champions League in Germany.
The most high-profile move came with Betano’s agreement with UEFA, which made the company the first-ever exclusive global betting partner of the European Championship, held in Germany in the summer of 2024.
George Daskalakis, Kaizen Gaming’s CEO, said: “An exciting new chapter begins for Kaizen Gaming and Betano as we proudly join forces with FC Bayern. When we first set out on our journey, we could only dream of partnering with one of the most iconic clubs in world football.”
“FC Bayern stand at the top of the game and this partnership reflects just how far we have come as a company, with Betano now recognised among the top online gaming and betting brands worldwide.”
Athens-headquartered Betano was officially launched in 2016, growing across Europe and Latin America. It entered the UK market slightly later however, going live in 2024 through a deal with BV Group.
Betano took a firm stance back in 2022 in the sport when it announced a major deal with FIFA to become the first official betting partner of the World Cup. Elsewhere, the company’s branding is placed on the front of the kit at Aston Villa, whilst it is the sleeve sponsor at SL Benfica and also partners with Clube Atlético Mineiro.
By partnering with the Bundesliga team, which finished first in the league last season securing their 34th title win, Betano continues to build on its links to top-tier football.
The deal may also help the brand in its fight for market share in Germany, a notoriously difficult market which is still adjusting to regulatory changes introduced back in 2021.
Meanwhile, the states of Germany all now being required to settle on the terms of a specific law for gambling advertising and sponsorships that will then be submitted to the Bundestag for Federal approval. Due in 2026, the GGL now awaits for the findings of an independent study led by the public health faculty of the University of Bremen.
The German market remains dominated by local players, particularly Tipico. Like Betano, Tipico has pursued visibility via football – most notably partnering with all three divisions of German football.
George Daskalakis, Kaizen Gaming CEO, noted: “Today marks an exciting new chapter for Kaizen Gaming and Betano, as we proudly join forces with FC Bayern. When we first set out on our journey, we could only dream of partnering with one of the most iconic clubs in world football.
“They stand at the top of the game and this partnership reflects just how far we have come as a company, with Betano now recognised among the top online gaming and betting brands worldwide.”
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