Betano has unveiled its first major television campaign with FC Bayern München, marking a significant milestone in their ongoing partnership.
A Tribute to Legacy and Ambition
Titled “Genau So” (“Exactly Like That”), the campaign features Bayern legends Stefan Effenberg and Raimond Aumann. It will air across Germany.
The film follows a young aspiring player in FC Bayern training gear. Through a mix of live action and animation, his journey mirrors moments from Bayern’s illustrious past. Then it shifts toward its future goals, blending nostalgia with ambition.
A Partnership Rooted in Passion
Pablo Puertas, Marketing Director at Kaizen Gaming, said the campaign reflects the shared vision between Betano and Bayern:
“This campaign marks another major milestone in our partnership with FC Bayern München, and we wanted to create something truly special. By featuring legends like Effenberg and Aumann, we are building a bridge between FC Bayern’s proud past and its digital future.”
Puertas emphasized that Betano aims to go beyond sponsorship, becoming part of the fan’s journey. This is a message that runs throughout the campaign.
Creative Direction and Storytelling
Leonidas Arvanitis, Creative Director at Another Circus, the agency behind the project, explained the concept:
“When asked to create a concept for Betano’s sponsorship, we thought about what it truly means to be part of FC Bayern. It’s not just history or trophies — it’s the daily hard work, the values, and the legends who inspire future generations.”
He added that Betano’s logo on Bayern’s training shirt symbolizes this dedication, transforming the film’s young hero into a true Bayern player “in spirit.”
Expanding Global Football Presence
The campaign aligns with Betano’s wider strategy of investing in global football sponsorships. Recently, the brand secured a front-of-shirt partnership with Flamengo in Brazil, extended its main sponsorship of Sporting CP in Portugal, and became a partner of River Plate in Argentina.
Together, these initiatives highlight Betano’s ambition to strengthen its visibility across key football markets. They aim to deepen its connection with fans worldwide.
