FC Bayern Munich and Betano Announce Major Multi-Year Sponsorship Agreement
FC Bayern Munich and Betano Join Forces in Landmark Sponsorship
FC Bayern Munich has entered into a significant multi-year sponsorship agreement with Betano, the leading sportsbook brand under Kaizen Gaming. This partnership, effective through the 2027/28 season, represents one of the most notable commercial collaborations in European soccer in recent years.
Kaizen Gaming’s Ambitious Global Growth Strategy
This sponsorship deal is a key milestone in Kaizen Gaming’s global expansion efforts, as it seeks to establish high-profile partnerships in lucrative international sports markets. For FC Bayern, this agreement broadens its portfolio of worldwide commercial partners and highlights its strong appeal to major sports betting companies beyond its traditional German base.
Through this collaboration, Betano will gain a significant presence across Bayern’s digital and physical channels. Fans can anticipate engaging marketing campaigns and innovative, technology-driven fan experiences. Michael Diederich, FC Bayern’s Deputy CEO, expressed confidence that this partnership will yield mutual success.
“Betano is highly innovative and continually pushes forward—qualities we equally value. Collaborating with Betano allows us to pursue shared growth objectives and enhance our innovative capabilities together.”
Michael Diederich, Deputy CEO, FC Bayern Munich
For Kaizen Gaming, partnering with FC Bayern underscores its dedication to establishing a strong foothold in the German market. Having already secured sponsorships with prestigious events like UEFA EURO 2024™, Copa América 2024™, and the FIFA Club World Cup 2025™, this alliance marks its most prominent club-level partnership in Germany to date.
Shared Values Drive the Partnership
Operating across 19 markets spanning Europe, the Americas, and Africa, Betano was among the pioneers to enter Germany’s newly regulated online betting arena. Julio Iglesias, Kaizen Gaming’s Chief Commercial Officer, highlighted that this deal represents the culmination of extensive efforts, aligning both brands around core principles such as innovation, responsibility, and an enhanced fan experience.
“Announcing our largest-ever partnership in Germany reflects our strong commitment to delivering innovative, safe, and responsible gaming experiences to German fans.”
Julio Iglesias, Chief Commercial Officer, Kaizen Gaming
Kaizen Gaming CEO George Daskalakis recognized this agreement as a pivotal achievement, emphasizing the honor and responsibility that comes with collaborating with one of the world’s most esteemed soccer clubs. Betano has stressed its dedication to upholding responsible gambling standards, particularly within the stringent regulatory framework of Germany.
“This partnership showcases our company’s progress, with Betano now recognized among the top global gaming and betting brands.”
George Daskalakis, CEO, Kaizen Gaming
This alliance places FC Bayern among an exclusive group of elite soccer teams benefiting from major sponsorships by prominent gaming companies. For Betano, it signifies a strategic advancement into the Bundesliga market alongside a partner with extensive influence beyond the field. Fans can look forward to exciting collaborative initiatives across multiple platforms, offering fresh opportunities to connect with their beloved team.