UEFA extends Betano sponsorship deal to cover Euro 2028
The Kaizen Gaming brand has extended its UEFA sponsorship deal, reinforcing its presence in international sport.
Greece.- Kaizen Gaming has extended its deal with UEFA, announcing Betano as an official sponsor of Euro 2028. The extension, announced in Athens, reinforces the Greek operator’s growing presence in major international football competitions.
Betano first entered into an arrangement with European football’s governing body for Euro 2024. The brand has also served as an official sponsor of both the Europa League and Europa Conference League in arrangements currently active until the end of the current 2026-27 campaign.
Kaizen Gaming Co-founder and CEO George Daskalakis welcomed the renewed deal, saying: “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.”
UEFA General Secretary Theodoros Theodoridis added: “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.”
The latest UEFA sponsorship deal adds to a growing portfolio of high-profile football partnerships secured by Betano. Earlier this year, Kaizen Gaming agreed a deal that will see the brand become an official Tournament Supporter of the 2026 FIFA World Cup. The company had previously made history at the 2022 World Cup when Betano became the first sports betting operator to enter a partnership with FIFA, acting as a regional supporter in Europe.
Betano has also increased its visibility outside Europe, having sponsored the 2024 Copa América, South America’s leading international football tournament.
On the domestic front, Betano has several high-profile deals. While no longer on the front of Aston Villa shirts because of the English Premier League’s voluntary ban, it continues to have a sleeve sponsorship deal. In July, it added a partnership with Tottenham Hotspur, billing the brand as Training Wear Partner for the 2026/27 season and Official Betting Partner for Europe and Latin America.
UEFA Euro 2028 will be co-hosted by the United Kingdom and Ireland from June 9 to July 9 2028. The opening match will be held at the National Stadium of Wales, Cardiff, and the semi-finals and final at Wembley Stadium in London.
