Betano is undoubtedly one of the biggest names in the gambling industry in German-speaking countries. This was underpinned by its sponsorship of the European Football Championship 2024, among other things. Many of us know the company as an Austrian sports betting provider. But not everyone knows that: The bookie, together with its Greek parent company Kaizen Gaming, is getting involved in more and more markets worldwide. Just recently, partnerships were announced for two more international UEFA tournaments.

Anyone who places bets or spins slots at Betano in our part of the world and has perhaps already taken a look at the imprint of the online bookie will have noticed that the offer runs under the management of Betkick Sportwettenservice GmbH in Austria. However, this is only the local operator. The brand is part of a larger group and now has a global reputation. Its activities extend far beyond German-speaking countries and Europe. It is led by Kaizen Gaming, ‘one of the largest game tech companies in the world’.

Since its foundation in 2013, Kaizen has established itself through technological innovations and strategies precisely tailored to a wide range of target groups. In addition to Betano, the group also includes Stoiximan.gr, which focuses on the Greek and Cypriot gaming market. It has a convincing track record in both sports betting and the casino sector. In recent years, there has been a targeted expansion based on a clever combination of offering modern platforms with advanced risk analyses and a deep understanding of local gaming cultures. As a result, Kaizen Gaming and Betano have become serious global competitors.

Whether in the UK, the USA, South America or even Africa - Betano has long since gone international with its services and sponsorships. Officially, those responsible speak of more than 13 million customers and around 40 sponsorships. The Group's latest top advertising coup: Betano was confirmed as the ‘official global sponsor of the UEFA Europa League and the UEFA Conference League’ at the end of August.

Betano is now a household name in many parts of the world - from the USA to South America and Africa

With more than 2,300 employees from over 40 different nations and 20 spoken languages, Kaizen Gaming has a multinational approach that enables the company to operate successfully in different cultural and regulatory environments. By providing more than 800 sports events with around 600 live streams per day and over 5,000 online games, Betano has built a comprehensive and competitive offering that reaches around 13 million customers worldwide. This player base reflects the trust and recognition the brand has earned in recent years - not only through strong products, but also by connecting closely with the sporting preferences of local people.

Africa and North America

Kaizen Gaming is strategically driving its expansion and has now positioned Betano in around 16 markets. The forays into Africa, with the successful market entry in Nigeria, and North America, where Betano is now represented in Ontario, Canada, are particularly impressive. Both regions are considered difficult from a regulatory perspective, but have great potential. These launches mark geographical milestones, but also testify to the company's ambitious vision of playing a leading role worldwide.

South America

Kaizen Gaming's ability to precisely address the preferences of the respective target groups through localisation is a central pillar of its success. This is particularly evident in Latin America, where Betano has become deeply rooted in the local sports culture through partnerships with football clubs such as Atlético Mineiro in Brazil and Universitario de Deportes in Peru. The company is also a supporter of the top division in Argentina. In Brazil, Betano has even taken a notable step by becoming the first brand ever to receive a sports betting licence - even before the expected start of official national regulation in January 2025. According to a survey by ENV Media, Betano is now considered the best-known betting brand in the entire country.

Europe

In addition to its strong presence in Latin America, where Betano was also an official supporter of the Copa América, the company continues to have its sights firmly set on the European stage with its latest sponsorship coup around the UEFA Europa League and the UEFA Conference League. The commitment as a global partner of these high-calibre competitions gives the bookie considerable international visibility and further establishes the brand as one of the dominant forces in the global sports betting market. One of the most significant proofs that Betano is a force to be reckoned with in the gambling industry was undoubtedly its activity as one of the top partners of this year's European Football Championship.

In the UK, where Betano is the main sponsor of Premier League club Aston Villa, the ambitious goal of gaining a foothold even in the most competitive regions is evident. By supporting the BVGroup with the market launch there, Kaizen Gaming is also sending out a special signal: It seems to be not just about rapid expansion, but about building a sustainable and locally relevant presence. BV is the owner of BetVictor and holds licences in the United Kingdom, the Republic of Ireland, Gibraltar and Ontario. It offers several brands in the areas of sports betting, casino and bingo.

Betano is the new sponsor of the UEFA Europa League and the UEFA Conference League

As UEFA announced in an official press release at the end of August, Betano will support the Europa League and the Conference League as a global partner from the start of the new season until the 2026/27 season. In Greece and Cyprus, the local brand of the parent company Stoiximan.gr will be visible at the relevant matches.

It is not known in detail how Betano and Stoiximan will be involved. It is likely that their lettering will be visible on the stadium boards, interview walls and in certain online channels. Special promotions for customers, such as those organised by bet365 as part of the Champions League partnership with its big ticket raffle, are not in sight for the time being. The financial framework also remains in the dark once again. However, a seven-figure sum is likely to have been put into circulation here.

What is certain is that the foundation initiative of Kaizen and UEFA as part of the co-operation at the European Championships will be maintained. The ‘10,000 Smiles’ project (or ‘10,000 smiling children's faces’) enabled a total of 10,000 disadvantaged children and children with disabilities to experience 40 Euro matches directly in the stadiums.

Conclusion

Betano has become one of the leading players in the global gaming market. Its expansion into markets such as Africa, North America and Latin America, combined with major partnerships including the sponsorship of prestigious UEFA tournaments, demonstrates the company's global ambitions. In doing so, Betano benefits from a flexible and locally customised strategy that includes both technological innovation and strong sponsorship. In view of its continued growth and global orientation, we can assume that Betano is far from having reached the end of its journey.

Image source: Screenshot von https://de.uefa.com/news-media/news/0290-1bb9cbc16517-04b4dcc03057-1000--betano-wird-offizieller-globaler-sponsor-der-uefa-europa-le/

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