FC Bayern Munich has unveiled a new television marketing campaign in partnership with its betting sponsor, Betano. The initiative, titled “Genau So,” which translates to “Just Like That,” aims to highlight the journey of an aspiring soccer player while celebrating the club’s storied history. The campaign features renowned former players and will be broadcast across various television channels in Germany.
The central character of the advertisement is a young athlete dressed in FC Bayern’s training kit, who embarks on a quest to achieve his dreams. As he progresses, the narrative interweaves iconic moments from the club’s past, providing viewers with a blend of live action and animation. The campaign features notable FC Bayern legends, including Stefan Effenberg and Raimond Aumann, who are well-recognized by football enthusiasts.
Betano solidified its partnership with FC Bayern Munich several months prior, officially becoming the club’s sponsor. This campaign is a manifestation of their commitment to not just being a sponsor but also a significant part of the fan experience.
Bridging the Past and Future
Pablo Puertas, the marketing director of Betano’s parent company, Kaizen Gaming, expressed enthusiasm about the collaboration with Effenberg and Aumann. He emphasized that their involvement creates a connection between the club’s illustrious history and its future aspirations. Puertas stated, “This campaign demonstrates our desire to be more than just a sponsor; we want to become an integral part of the fan journey.”
The campaign’s creative execution is attributed to the marketing agency Another Circus. Its creative director, Leonidas Arvanitis, explained that the team aimed to encapsulate the essence of being part of FC Bayern Munich. By showcasing the club’s rich legacy, numerous triumphs, and the dedication of former professionals, the campaign seeks to resonate with fans. Arvanitis noted that highlighting the relentless effort required by every FC Bayern athlete was a crucial aspect of the project.
Expanding Partnerships in Sports
In addition to this campaign, Betano has recently secured other significant agreements. Notably, they have taken over as the master partner of Clube de Regatas do Flamengo, a prominent Brazilian multi-sport club, replacing Pixbet. Furthermore, Betano has also joined Denmark’s 3F Superliga as its official betting partner.
The launch of “Genau So” not only reinforces FC Bayern’s image but also exemplifies Betano’s strategy to enhance its visibility and connection within the sports community. As the campaign rolls out across television, it promises to engage fans and celebrate the spirit of one of football’s most prestigious clubs.
