For a legal sports betting operator that’s looking to widely increase its brand, joining forces with one of the NBA's biggest names is a nice start.
Betano and parent company Kaizen Gaming announced on Monday that Milwaukee Bucks superstar Giannis Antetokounmpo is officially the sportsbook's first global brand ambassador.
Giannis — a two-time NBA MVP and 2021 NBA Finals MVP — will be involved in branded content, events, and community outreach work for the online sportsbook.
“I take my endorsements seriously and always aim for partnerships that mean something to me,” Giannis said in a statement. “In Betano, I have found a great fit, not only in our shared passion for sports but also in our drive and dedication for continuous improvement.”
Giannis and Kaizen Gaming also share a Greek background that will certainly help aid branding.
“We could not have asked for a better global brand ambassador for our brand Betano,” said George Daskalakis, Co-Founder and CEO of Kaizen Gaming.
Groundbreaking partnership
With Monday's announcement, Betano becomes the first sportsbook in the world to partner with an NBA player. Giannis might be the biggest individual name Kaizen has landed, but he’s far from the only one.
The gaming company has deals with several Olympic athletes, including the entire Greek men’s national water polo team. While sportsbooks like FanDuel, DraftKings, Caesars, and BetMGM have been aligning themselves with U.S. pro sports leagues and teams, partnerships between pro athletes and online sports betting sites are few and far between.
NHL star Connor McDavid became the first active North American pro athlete to ink a deal with a sportsbook when the Edmonton Oilers sensation signed with BetMGM in 2022. Pro golfers Jordan Spieth (FanDuel) and Bryson DeChambeau (DraftKings) also have current sponsorships.
Giannis now joins that fold, and it could open the door for more NBA stars and athletes from other sports to do the same in the near future.
Betano hits North American radar
Betano’s sportsbooks operate in 12 countries, but its only current North American market comes from Ontario. Linking up with one of the top players in the NBA could be a sign that Betano is also eyeing U.S. markets.
Getting involved in basketball is also a fresh move by Kaizen Gaming, which has primarily sponsored pro soccer teams in Portugal, Greece, and Brazil.
Kaizen, which started Stoiximan Sportsbook in 2012, was also the first gaming company to sponsor the 2022 FIFA World Cup in Qatar.
