Betano renews UEFA sponsorship deal for Euro 2028 tournament
The sportsbook brand, owned by Kaizen Gaming, will again be an official sponsor for the European Championship.
ATHENS — Kaizen Gaming has renewed the sponsorship deal between its Betano sportsbook brand and UEFA, making it an official sponsor of the UEFA Euro 2028 tournament.
The tournament will be held in England, Scotland, Wales and Ireland from June 9 to July 9, 2028.
"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.
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"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."
The agreement was signed at a ceremony at Kaizen Campus in Athens, attended by UEFA General Secretary Theodoros Theodoridis and UEFA Marketing Director Guy Laurent Epstein, alongside Daskalakis and Kaizen Gaming Chief Commercial Officer Julio Iglesias Hernando.
Betano first partnered with UEFA for the 2024 European Championship, becoming the first online betting brand to sponsor the men's national team tournament.
Since then, it has become an official global sponsor of both the UEFA Champions League and the UEFA Europa League, and has also been a sponsor of the UEFA Conference League since the 2024/25 season.
"We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028," Theodoridis said.
"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."
Betano has also been a sponsor of FIFA tournaments, including as the first betting partner of a FIFA World Cup in 2022 and as an official tournament supporter of the 2026 FIFA World Cup.
Its regional marketing has included a sponsorship of the CONMEBOL Copa America in 2025.
At the club level, it partnered with Aston Villa as a front-of-shirt sponsor between 2023 and 2026.
Following the expiry of that deal and a self-imposed ban on front-of-shirt betting deals in the English Premier League, Betano signed a partnership with Tottenham Hotspur in July 2026 and extended its relationship with Aston Villa through a sleeve sponsorship.
The group's extensive focus on sports sponsorship comes amid a push for international growth across Europe, Latin America and Africa.
UEFA EURO 2028 will bring Europe's leading national teams together across nine stadiums and eight cities in the United Kingdom and Ireland.