SBC News Voice of the Sports Betting Industry
Betano is deepening its engagement within top-tier football through a new sponsorship at Bayern Munich, gunning for more visibility in Germany’s competitive market.
The Kaizen Gaming-owned operator now becomes the official partner of the 34-time champions of Germany and six-time champions of Europe for the next two seasons.
Since entering Germany in 2018, Betano has invested in brand awareness via TV campaigns on channels like Sport1, especially targeting Bundesliga viewers. Meanwhile, Betano became the official regional betting partner for the VELUX EHF Champions League in Germany during the 2018–19 season.
Most notably, Betano became the very first gambling group to serve as UEFA Euro’s exclusive global betting partner ahead of the tournament – hosted across ten cities in Germany last Summer.
George Daskalakis, Kaizen Gaming’s CEO, said: “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.”
“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.”
Germany just one stop for Betano
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.”
