Betano announces inclusion campaign with FC Bayern München

Betano and FC Bayern München have introduced a new Inclusive Delivery Service at the Allianz Arena, allowing food and beverages to be delivered directly to all wheelchair-accessible seats throughout the season. 

The initiative aims to improve independence, comfort and accessibility for disabled supporters, reinforcing the principle that every fan deserves a full matchday experience without barriers.

The service forms part of a broader inclusion strategy that Betano has been building across its global partnerships. 

Beyond one-off campaigns, the operator has increasingly aligned its activations with values such as accessibility, community engagement and responsible participation. Earlier this year, the company became the official sponsor of the 2025 Brasil Ladies Cup, an event built around visibility for women in sport and wider inclusion in football structures.

Also in Germany, Betano and FC Bayern recently launched the “Genau So” television campaign, promoting soccer culture with a message that connects directly with fans.

The collaboration has also been supported by responsible gaming initiatives, including Betano’s recently launched a responsible gaming platform in Brazil, which offers limit tools, alerts and self-exclusion options designed to give players more control.

The operator’s large-scale partnerships have followed a similar pattern of community-focused actions. Its debut as the main shirt sponsor of Flamengo, one of the biggest Brazilian soccer clubs, for instance, included stadium activations aimed at improving the fan experience rather than solely amplifying the brand. 

The introduction of the Inclusive Delivery Service at the Allianz Arena extends this approach into physical accessibility, offering a model for how betting sponsors can add tangible value to sporting environments.

David Thompson

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