Betano Becomes Official Sponsor of UEFA EURO 2028

^{The UEFA European Championship trophy, which Betano's parent company will again sponsor at the next edition in 2028. (Photo: Presidenza della Repubblica / Wikimedia Commons)}

Kaizen Gaming has signed a new deal that will make its Betano betting brand an official sponsor of UEFA EURO 2028, extending a sponsorship relationship with European football's governing body that began at EURO 2024.

The agreement was signed at a ceremony at Kaizen Gaming's Athens headquarters, bringing together UEFA General Secretary Theodoros Theodoridis and Marketing Director Guy Laurent Epstein with Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.

A Partnership That Has Expanded Since 2024

Betano became the first iGaming brand to sponsor a UEFA men's national team tournament when it backed EURO 2024, and has since extended its reach across the competition calendar. The brand has been the Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season.

In the announcement, Theodoridis said UEFA was "delighted to continue our successful partnership with Kaizen Gaming" and called the new deal a reaffirmation of the governing body's commitment to developing the game and improving the matchday experience ahead of the tournament.

"UEFA EURO 2024 marked the beginning of an important partnership for Kaizen Gaming and Betano. Returning to the competition for UEFA EURO 2028 is particularly meaningful for us."

That line, from Daskalakis, frames the deal as a continuation rather than a one-off renewal, with the companies describing EURO 2028 as the next chapter of a relationship that now spans three UEFA competitions.

Part of a Wider Pattern of Betting Operators in Football

The Betano deal is the latest example of a licensed betting operator putting its brand on football, following similar club and competition sponsorship deals struck by other operators elsewhere in the sport, even as some European regulators move to tighten the rules around gambling-brand visibility at sporting events.

Kaizen Gaming operates Betano across more than a dozen regulated markets in Europe and Latin America, and sports sponsorship has become a central part of how the brand builds recognition in markets where it holds a local licence.

UEFA EURO 2028 will be co-hosted across the United Kingdom and Ireland, the first time the men's tournament has been staged in those nations since EURO 96. The first ball will not be kicked until 2028, but Wednesday's signing locks in sponsorship positioning well ahead of ticket sales and broadcast negotiations for the tournament.

Financial terms of the agreement were not disclosed by either party in the announcement.

What EURO 2028 Means for the Deal's Reach

UEFA EURO 2028 is expected to be one of the most widely broadcast editions of the tournament yet, with matches split across stadiums in England, Scotland, Wales, Northern Ireland and the Republic of Ireland. That five-nation footprint gives Betano's branding exposure across several regulated betting markets simultaneously, rather than the single host country UEFA tournaments have traditionally used.

Kaizen Gaming has grown rapidly since its founding in Greece, and sponsorship of major football properties has become one of the clearest ways the company signals its scale to regulators and players alike as it pushes into new licensed markets across Europe and Latin America.