Betano returns to Euros as Kaizen strengthens UEFA partnership
Betano will return as an official sponsor of UEFA Euro 2028, extending Kaizen Gaming’s relationship with European football’s governing body following its partnerships across national team and club competitions.
UEFA has signed Kaizen Gaming’s Betano as an official sponsor of Euro 2028, extending a commercial relationship that began at Euro 2024 and subsequently expanded into European club football.The agreement brings the online sports betting and gaming brand back to UEFA’s flagship men’s national team tournament, which will take place across the United Kingdom and Ireland from June 9 to July 9, 2028.UEFA general secretary Theodoros Theodoridis said: “We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028.” Theodoridis linked the renewal to UEFA’s objectives for developing football and improving the matchday experience, following the organisations’ work together at the previous European Championship and across the Europa League and Conference League.Betano became the first betting partner of the men’s European Championship in 2024, establishing a relationship that now spans both UEFA’s national team tournament and two of its major club competitions.The brand has been an official global sponsor of the Europa League and Conference League since the 2024/25 season, under a separate three-year agreement running until the end of 2026/27.That club competition arrangement also provides visibility for Stoiximan, Kaizen Gaming’s brand in Greece and Cyprus, in those markets, demonstrating how the group uses different brands within its UEFA sponsorship portfolio.The Euro 2028 agreement was announced at a signing ceremony at Kaizen Campus in Athens, attended by Theodoridis and UEFA marketing director Guy-Laurent Epstein alongside Kaizen’s senior executives.Kaizen Gaming co-founder and chief executive George Daskalakis and chief commercial officer Julio Iglesias Hernando represented the company, with Daskalakis describing the return as an opportunity to build on the partnership established in 2024.The tournament will be staged across nine stadiums in eight cities, providing Betano with a national team sponsorship platform alongside its existing involvement in the European club game.The previous Euro partnership also included cooperation between the Kaizen Foundation and UEFA Foundation for Children on the ‘10,000 Smiles’ programme, which enabled 10,000 children from disadvantaged backgrounds to attend 40 matches across ten stadiums. The new agreement secures Betano’s place in the Euro 2028 commercial programme, with the company identifying responsible gaming practices as part of its approach to engaging supporters during the tournament.