FC Bayern Munich has signed a milestone sponsorship agreement with Betano, the flagship sportsbook brand of Kaizen Gaming. The deal announced this week makes Betano an Official Sponsor of the club through the 2027/28 season, marking one of the most high-profile commercial partnerships in recent European soccer history.
Kaizen Gaming Remains Set on Global Expansion
The deal marks the latest milestone in Kaizen Gaming’s broader push to secure top-level sponsorships in lucrative international markets. For FC Bayern, the agreement adds to the club’s expanding list of global commercial partners and underlines its continued appeal to leading sports betting brands outside traditional German businesses.
The agreement puts Betano in a prominent position within the club’s digital and physical platforms. Fans can likely expect marketing campaigns and fan initiatives, with new technology-driven experiences bolstering engagement. Bayern’s Deputy CEO, Michael Diederich, was optimistic that the mutually beneficial deal would help both parties achieve lasting success.
Betano is highly innovative and doesn’t rest on its laurels, attributes we also hold dear to ourselves. With Betano, we have another partner by our side with whom we can achieve our joint growth targets and drive forward our innovative strength.
Michael Diederich, FC Bayern Munich Deputy CEO
For Kaizen Gaming, the partnership with FC Bayern is a statement of intent. The company has forged partnerships with global tournaments like UEFA EURO 2024™, Copa América 2024™, and the FIFA Club World Cup 2025™. However, the collaboration with FC Bayern marks its most significant club-level sponsorship deal in the German market.
The Two Parties Share Many Common Values
Betano, active in 19 markets across Europe, the Americas, and Africa, was one of the first betting companies to open shop in Germany’s newly regulated online market. According to Julio Iglesias, Kaizen Gaming’s chief commercial officer, this deal is the culmination of years of groundwork. Both parties are promoting the shared values of their brands, such as innovation, responsibility, and fan experience.
Now, we are announcing our biggest partnership in Germany, and we are doubling down on our commitment to creating innovative, safe, and responsible gaming experiences for German fans.
Julio Iglesias, Kaizen Gaming chief commercial officer
Kaizen Gaming CEO George Daskalakis also referred to this deal as a significant milestone for the operator, underlining the privilege and responsibility of partnering with one of the most iconic clubs in world soccer. Betano has emphasized that its campaigns will fully adhere to responsible gambling practices, particularly in a highly regulated jurisdiction like Germany.
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.
George Daskalakis, Kaizen Gaming CEO
With this agreement, FC Bayern joins an elite group of sponsored teams that include some of the world’s most prestigious soccer names. For Betano, it is a strategic leap into the Bundesliga with a partner whose influence extends well beyond the pitch. Fans can likely expect joint initiatives across platforms, giving them new ways to engage with their favorite team.