Betano Makes Major Statement With Giannis Antetokounmpo Deal

Greek-born global sports betting brand Betano has made a major move to bolster the standing, credibility, and exposure of its product around the world.

It did so by signing one of the biggest stars in sports, Milwaukee Bucks forward Giannis Antetokounmpo, as its first ever global brand ambassador.

The partnership makes sense on many levels. Both Betano and Giannis share not only their Greek heritage, but also international recognition – and the desire to be the biggest and best in their respective lanes

Each is expected to benefit from the global ambassador deal, with Antetokounmpo gaining even more media exposure in the global sporting market as well as the distinction as the first NBA player in the world to sign a partnership deal with a sportsbook. And Betano gets to plaster images of perhaps the most dominant player in the NBA today all over its global branding.

Betano's big coup

There are only a few sure-fire ways to dramatically increase a sportsbook's exposure overnight. Signing a living sports legend and immensely recognizable face to become your spokesman is one of them.

Betano, a company that began as a  start-up less than 10 years ago, has certainly gained steam in the global sports betting market. The company is now active in 12 countries across Europe, Latin America and North America.

Antetokounmpo, nicknamed "The Greek Freak", brings an unquestioned international recognition to the Betano family, as well as a reputation of hard work and a blue collar, lunch bucket identity.

The two-time NBA MVP and 2021 NBA champion will appear in Betano branded content, be the sportsbook's face in promotional features, take part in community outreach and will feature heavily on everything Betano, from print, to TV, to all of Betano's social media campaigns.

Mutual respect between Giannis, Betano

Highlighted in Betano's global ambassador partnership with Antetokounmpo is each entities' desire to improve their craft, and become the best on the planet at what they do.

Antetokounmpo had nothing but praise for Betano's commitment to excellence. In comments following the partnership announcement, he said: "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."

George Daskalakis, co-founder and CEO of Kaizen Gaming (parent company of the Betano brand) praised Giannis in turn as the perfect spokesperson for their brand. He said of the Greek Freak: "Giannis embodies all that we value at Kaizen Gaming, and that is hard work, commitment, continuous improvement, and above all, humility."

Will this open the floodgates?

Betano is the first sportsbook globally to sign on with an NBA star – but likely won't be the last, now that the sponsorship dam has been cracked. The global ambassador deal could also potentially start a run of Pro athletes signing on with one of the rash of sportsbooks operating in the North American markets particularly.

Outside of Edmonton Oilers mega-star Connor McDavid, who signed on with BetMGM last year, there are few current, active sports stars that have deals in place with the likes of FanDuel, DraftKings and Caesars, among others.

Giannis joins some lesser names in the Betano sponsorship family, but is definitely the company's biggest prize. Betano currently has sponsorship deals in place with a handful of Olympic-level athletes including the Greek men's water polo team. The Romanian Sports Motor Federation has Betano as a sponsor and a few high-level European clubs including Portuguese Braga, as well as teams in South America.

The sponsorship floodgates could open for Betano going forward, although the status of such partnerships may never reach the level of the Giannis signing.