Betano Renews UEFA Partnership as Official EURO 2028 Sponsor
Greece.- 8 October 2026 | www.zonadeazar.com Kaizen Gaming has renewed its partnership with UEFA, confirming Betano as an Official Sponsor of UEFA EURO 2028 and extending a commercial relationship that began at the 2024 European Championship.
The agreement keeps the sportsbook brand attached to one of international football’s most prominent sponsorship platforms.
Return to the EURO
Betano will return to the European Championship following its involvement at Germany 2024.
At that tournament, it became the first online betting brand to officially sponsor UEFA’s flagship men’s national-team competition.
The renewed agreement now takes the relationship into EURO 2028.
EURO 2028
UEFA EURO 2028 will take place from 9 June to 9 July 2028.
The tournament will be hosted across:
- England.
- Scotland.
- Wales.
- Ireland.
It will mark the 18th edition of the European Championship.
Agreement Signed in Athens
The renewal was formalised during a signing ceremony at the Kaizen Campus in Athens.
UEFA was represented by General Secretary Theodoros Theodoridis and Executive Director of Marketing Guy-Laurent Epstein.
Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando also attended.
Wider UEFA Relationship
The partnership already extends beyond the European Championship.
Since the 2024/25 season, Betano has served as an Official Global Sponsor of the UEFA Europa League and UEFA Conference League.
That agreement runs through the end of the 2026/27 season.
Statements
George Daskalakis said EURO 2024 marked the beginning of an important relationship between Kaizen Gaming, Betano and UEFA.
He said returning for EURO 2028 provides an opportunity to build on what has already been created and move the partnership into its next chapter.
UEFA Welcomes Renewal
Theodoros Theodoridis welcomed the continuation of the relationship.
He highlighted both the collaboration at EURO 2024 and the subsequent partnership across UEFA’s European club competitions.
Global Sponsorship Strategy
Betano has made major sports properties a central part of its international expansion strategy.
The brand maintains a significant commercial presence across Europe, Latin America and other markets, supported by partnerships with competitions, clubs and sporting organisations.
Continued Investment Despite Advertising Debate
The renewal comes as several European jurisdictions introduce tighter restrictions around gambling advertising and sponsorship.
The agreement nevertheless demonstrates that major international sporting events remain an important part of Betano’s marketing strategy.
Next Steps or Impact
The renewal gives Betano a presence at one of the world’s highest-profile sporting events in 2028.
It also consolidates a long-term relationship with UEFA spanning both national-team football and European club competitions.
The next stage will focus on developing commercial activations and fan experiences ahead of and during UEFA EURO 2028.
Editó: @fonta
