Betano Extends UEFA Partnership as Official EURO 2028 Sponsor
Greece.- 9 October 2026 | www.zonadeazar.com Betano, Kaizen Gaming’s online sports betting and gaming brand, will become an official sponsor of UEFA EURO 2028, extending a relationship with UEFA that began at the 2024 tournament.
The new agreement confirms Betano’s continued presence across one of the brand’s most significant international sporting platforms.
Partnership Began at EURO 2024
The relationship started at UEFA EURO 2024.
At that tournament, Betano became the first official betting partner to sponsor UEFA’s flagship men’s national team competition.
Partnership Expanded to Other Competitions
The commercial relationship has since expanded to include:
- UEFA Europa League.
- UEFA Conference League.
Betano has served as an official global sponsor of both competitions since the 2024/25 season.
The current agreement covers the commercial cycle through 2026/27.
Agreement Signed in Athens
The EURO 2028 partnership was announced during a signing ceremony at the Kaizen Campus in Athens.
Attendees included UEFA General Secretary Theodore Theodoridis, UEFA Executive Director of Marketing Guy-Laurent Epstein, Kaizen Gaming co-founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
Strategic Continuity
UEFA highlighted the continuation of a partnership that now covers several of its competitions.
The organisation said the agreement provides a platform to continue developing initiatives linked to the tournament and the matchday experience.
Kaizen Gaming Expands European Exposure
For Kaizen Gaming, returning to the EURO represents the next stage of a relationship that began in 2024.
The company intends to use the tournament’s international reach to strengthen Betano’s visibility across multiple markets.
EURO 2028
UEFA EURO 2028 will take place from 9 June to 9 July 2028.
Europe’s leading national teams will compete across nine stadiums in eight cities in the United Kingdom and Ireland.
Next Steps or Impact
The renewal consolidates Betano as a recurring commercial partner within the UEFA ecosystem.
EURO 2028 will provide Kaizen Gaming with another major international marketing platform while the company maintains its presence across the Europa League and Conference League.
The agreement therefore reinforces Betano’s strategy of associating its brand with some of European football’s most prominent competitions.
Editó: @fonta
