Betano rolled out its first major TV spot with FC Bayern München this week. The campaign will run across Germany starting now.
Kaizen Gaming owns the sports betting brand. They signed on as an official partner of the Munich-based club earlier this year. Two former Bayern players star in the advertisement, Stefan Effenberg and Raimond Aumann.
Pablo Puertas runs marketing for Kaizen Gaming. Another Circus, a creative agency, handled production work. Leonidas Arvanitis directed the project for the agency.
Why This Marks a Partnership Shift
The “Genau So” campaign represents Betano’s first substantial content collaboration with the club. It’s one thing to slap a logo on a training kit. Creating actual branded content together signals a deeper partnership.
Puertas called it “another major milestone” in their FC Bayern relationship. The spot tries to position Betano as more than just another sponsor paying for visibility. They want fans to see them as part of the club’s ecosystem.
And the timing matters. Germany’s regulated betting market keeps growing. FC Bayern brings massive reach across the country and beyond.
What the Campaign Actually Shows
The advertisement bridges Bayern’s history with its future. Effenberg and Aumann provide the historical credibility. Both won major trophies during their playing days.
Arvanitis explained their creative approach. “What does one need to have in order to truly be part of such a great club?” The answer, according to the spot, respects Bayern’s winning tradition while embracing modern technology.
The campaign shows Betano’s logo on the club’s training shirt. That detail transforms the spot’s protagonist “into an FC Bayern player in spirit,” Arvanitis said. It’s about belonging to something bigger.
Puertas described Betano’s brand positioning as “premium, high-tech, and immersive.” The spot puts “the fan and the sport at the heart of everything we do.”
How This Shapes Betano’s German Strategy
Using club legends creates authenticity that standard sponsorship can’t buy. Effenberg and Aumann give Betano borrowed credibility with Bayern’s fanbase. That matters when you’re building trust in a regulated market.
The TV campaign gives Betano visibility beyond digital channels. Many betting brands focus heavily on online advertising. Traditional TV reaches different demographics.
Puertas framed the partnership as “building a bridge between FC Bayern’s proud past and its digital future.” But really, it’s about customer acquisition. FC Bayern’s fanbase represents millions of potential betting customers across Germany.
The campaign positions Betano differently than competitors. “We are not just a sponsor; we are part of the fan’s journey,” Puertas said. Whether fans buy that message remains to be seen.
