Betano renews long-standing UEFA deal to cover 2028 Euros
Betano owner Kaizen Gaming has renewed the sponsorship deal between its international sportsbook brand and UEFA, setting the stage for next European Championship. The deal, penned well in advance of the tournament, makes Betano an official sponsor of UEFA Euro 2028, which will be taking place in En…
Betano owner Kaizen Gaming has renewed the sponsorship deal between its international sportsbook brand and UEFA, setting the stage for next European Championship. The deal, penned well in advance of the tournament, makes Betano an official sponsor of UEFA Euro 2028, which will be taking place in England, Scotland, Wales and Ireland from 9 June-9 July 2028. Betano is now a long-time partner of UEFA, and top-level football more generally. The company partnered with the European football governing body for the 2024 edition of the Euros back in 2024, becoming the first online betting brand to ever partner with the men’s national team tournament. Since then, it has become a partner of the two elite international club-level tournaments as an ‘official global sponsor’ of both the Champions League and the Europa League. “UEFA Euro 2024 marked the beginning of an important partnership for Kaizen Gaming and Betano,” said George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming. “Returning to the competition for UEFA EURO 2028 is particularly meaningful for us. “More than anything, being part of the 18th edition of the UEFA European Championship is an opportunity for us to build on everything we have created together so far and take that relationship into its next chapter.” Signing ceremony for Kaizen’s renewal with UEFA – Source: Kaizen Gaming Betano shows betting sponsorship is going nowhere… Betano has been one of the most active brands when it comes to sports sponsorship in recent years. As well as working with UEFA, the company became the first ever betting partner of a FIFA World Cup back in 2022. The company’s work with FIFA continued as an ‘official tournament supporter’ of the 2026 FIFA World Cup. Its regional marketing has also included a sponsorship of the COMENBOL Copa America in 2025. At club level, it partnered with Aston Villa as front-of-shirt partner between 2023-2026. Betano’s exposure in the Premier League has continued following the expiry of the Villa deal, and after the self-imposed ban on front-of-shirt betting deals in the English top-flight, via a partnership with Tottenham Hotspur penned in July 2026, and an extension of its relationship with Villa through a sleeve sponsorship. The group’s extensive focus on sports sponsorship comes amid a huge push for international growth across Europe, Latin America and Africa. It also comes at a time when betting sponsorships are under pressure in a number of European markets like the UK and Netherlands, but this is clearly not deterring Betano nor UEFA from working together in 2026 and beyond. Theodoros Theodoridis, General Secretary at UEFA, said: “We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028. “Following our collaboration at UEFA EURO 2024 and across the UEFA Europa League and UEFA Conference League, this agreement reaffirms our commitment to both developing the game and improving the matchday experience. “We look forward to working together as we build towards UEFA EURO 2028.”