Betano and FC Bayern Kick Off First TV Campaign “Genau So”
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Betano, the premium global sports betting and gaming brand of Kaizen Gaming, and official partner of FC Bayern München, launched its first joint TV campaign to celebrate the new partnership. The spot, which will air across Germany, celebrates the club’s proud legacy of success and its ambitious future, featuring two of the club’s iconic figures.
The spot follows an aspiring player wearing an FC Bayern training kit with Betano on the sleeve undergoing a symbolic journey that represents the club’s relentless pursuit of victory. Blending live-action with cutting-edge animation, the player moves through moments that evoke FC Bayern’s glorious past, inspired by the powerful presence of club legends Stefan Effenberg and Raimond Aumann. This journey through the club’s heritage culminates in a look toward the future and the trophies yet to be won by the next generation. The spot concludes with the compelling tagline: “Genau So”.
Pablo Puertas, Marketing Director at Kaizen Gaming, said: “This campaign marks another major milestone in our exciting partnership with FC Bayern München, and we wanted to create something truly special. The spot captures what Betano stands for: a premium, high-tech, and immersive experience that puts the fan and the sport at the heart of everything we do. By featuring legends like Stefan Effenberg and Raimond Aumann, we are building a bridge between FC Bayern’s proud past and its digital future. We are not just a sponsor; we are part of the fan’s journey – and this campaign perfectly expresses that commitment.”
Leonidas Arvanitis, Creative Director at Another Circus, said: “Our initial thoughts, when we were asked to create a concept for Betano’s sponsorship of FC Bayern München, were: What are the elements that make up a new member of the FC Bayern family? What does one need to have in order to truly be part of such a great club? Well, it’s certainly not only one thing. It’s the rich history of victories and trophies, the legends who forged the dreams, the values that remain unchanged. But first and foremost, it’s the hard work you have to put in every single day. Betano’s logo on the iconic FC Bayern München training shirt is a testament to that. And it transforms the young hero of our film into an FC Bayern player in spirit.”
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