Betano has achieved a significant milestone in its partnership with German football giant FC Bayern München by launching its inaugural major television advertising campaign – “Genau So”.
Titled “Genau So” (or “Exactly Like That”), the campaign is set to be broadcast across Germany, notably featuring former Bayern legends Stefan Effenberg and Raimond Aumann, bridging the club’s storied past with its digital future.
The central narrative of the film focuses on the journey of an aspiring young player, proudly donning FC Bayern training gear. Through an artful combination of live action and dynamic animation, the campaign traces the player’s development, showcasing moments inspired by key achievements and history-making events from Bayern’s illustrious past.
This narrative arc skillfully transitions to the club’s current ambitions, positioning Betano not merely as a sponsor but as an integrated part of the contemporary fan experience.
This campaign serves as a powerful symbol of Betano’s deeper investment in the German market, strategically aligning the brand with a club recognized globally for its tradition, passion, and pursuit of excellence.
The presence of club icons like Effenberg and Aumann—both highly respected figures in Bayern history, establishes an authentic connection between the betting brand and the club’s loyal fan base, emphasizing shared values of dedication and fair play.
The creative agency behind the execution, Another Circus, successfully captured the essence of what it means to be part of the FC Bayern family. The resulting film suggests that a true member embodies the club’s rich history, the dreams forged by its legends, and the unyielding values and hard work demonstrated every single day.
The visible display of the Betano logo on the iconic FC Bayern München training shirt serves as a testament to this shared spirit, metaphorically transforming the film’s young protagonist into an FC Bayern player.
This major German campaign reinforces Betano’s extensive global football sponsorship strategy, which recently saw the brand secure a front-of-shirt partnership with Flamengo, extend its main sponsorship of Sporting CP, and partner with Argentina’s River Plate.
Pablo Puertas, Marketing Director at Kaizen Gaming
“This campaign marks another major milestone in our exciting partnership with FC Bayern München, and we wanted to create something truly special. 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:
“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.”
