Betano Named Official Sponsor Of UEFA EURO 2028
UEFA and Kaizen Gaming announced on 7 October 2026 that Betano, Kaizen Gaming's premium sports betting and online casino brand, has become an Official Sponsor of UEFA EURO 2028.
The agreement was signed at a ceremony at Kaizen Campus in Athens, with UEFA General Secretary Theodoros Theodoridis and UEFA Marketing Director Guy Laurent Epstein joined by Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
The deal brings Betano back to the competition where its relationship with UEFA first began. At UEFA EURO 2024, Betano became the first iGaming brand to sponsor UEFA's flagship men's national team competition, a partnership that has since expanded into some of European football's biggest club stages, UEFA and Kaizen Gaming said in a joint statement.
UEFA And Kaizen Gaming On The New Deal
"We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028," said Theodoros Theodoridis, UEFA General Secretary.
"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."
George Daskalakis, Co-Founder and CEO at Kaizen Gaming, added: "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.
"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."
Betano's Wider UEFA Portfolio
Since the 2024/25 season, Betano has also held Official Global Sponsor rights for the UEFA Europa League and UEFA Conference League, meaning the new EURO 2028 agreement sits alongside an already established presence across UEFA's men's club competitions as well as its flagship national team tournament.
EURO 2028 will be held across nine stadiums and eight host cities in the United Kingdom and Ireland from June 9 to July 9, 2028 - the 18th edition of the UEFA European Championship.
Kaizen Gaming operates Betano as a multi-market sports betting sites brand across Europe, Africa and Latin America, and the group has used major UEFA tournaments as a focal point for its sports-sponsorship strategy since 2024.
Casino Games Hub
Part Of A Wider Push
The announcement is the latest in a string of sports-sponsorship deals struck by online betting operators around major football tournaments, as brands compete for visibility during the sport's highest-profile moments.
For Betano, the renewed UEFA tie-up extends a sponsorship run that already spans the Europa League, the Conference League and now two editions of the European Championship, giving the brand sustained exposure across UEFA's men's football calendar through to the 2028 tournament in the UK and Ireland.
