Kaizen Gaming has secured a new UEFA partnership naming its Betano brand an official sponsor of UEFA Euro 2028. The tournament will take place across the United Kingdom and the Republic of Ireland, extending the company’s involvement in major international football.
Continued Relationship with UEFA
The agreement builds on Betano’s sponsorship of Euro 2024. Since the beginning of the 2024–25 season, the brand has also sponsored the UEFA Europa League and UEFA Conference League. Those club competition agreements are due to end after the 2026–27 campaign.
The Euro 2028 partnership would allow the company to build on its previous work with UEFA.
George Daskalakis, Co-founder and CEO at Kaizen Gaming
The agreement reaffirmed the organisation’s commitment to developing football and improving the matchday experience.
Theodoros Theodoridis, General Secretary at UEFA
Betano Expands Its International Sports Portfolio
The Euro 2028 deal forms part of Kaizen Gaming’s wider sponsorship strategy. Betano has also been named an official Tournament Supporter of the 2026 FIFA World Cup, following its involvement in the 2022 tournament, when it became the first sports betting operator to partner with FIFA as a regional supporter for Europe.
The brand also sponsored the 2024 Copa América, South America’s leading national-team football competition.
Kaizen Gaming has presented sponsorships as a way to build relationships with football audiences and strengthen brand recognition across markets. The new agreement continues that strategy while extending Betano’s association with UEFA beyond its existing club competition deals.
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