Kaizen Gaming renews Betano's UEFA partnership to cover Euro 2028

Kaizen Gaming has renewed the sponsorship agreement between its international sportsbook brand Betano and UEFA, making Betano an official sponsor of UEFA Euro 2028. The tournament will take place in England, Scotland, Wales and Ireland from 9 June to 9 July 2028, and the deal was signed well ahead of the event.

Betano first partnered with UEFA for the 2024 European Championship, becoming the first online betting brand to sponsor the men's national team tournament. It has since become an official global sponsor of both the Champions League and the Europa League. UEFA's General Secretary Theodoros Theodoridis also referred to the cooperation across the Europa League and the Conference League.

George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, said Euro 2024 marked the beginning of an important partnership and that returning for Euro 2028 was particularly meaningful. He described the renewal as a chance to build on what the two sides have created and take the relationship into its next chapter.

Theodoridis said UEFA was delighted to continue the partnership and welcome Betano back, adding that the agreement reaffirms a commitment to developing the game and improving the matchday experience.

The renewal extends a broad sponsorship portfolio for Betano. The brand was the first betting partner of a FIFA World Cup in 2022 and was an official tournament supporter of the 2026 FIFA World Cup. Its regional marketing has included sponsoring the 2025 COMENBOL Copa America.

In club football, Betano was Aston Villa's front-of-shirt partner from 2023 to 2026. After that deal expired and following the Premier League's self-imposed ban on front-of-shirt betting sponsorships, it signed a partnership with Tottenham Hotspur in July 2026 and extended its relationship with Villa through a sleeve sponsorship.

The sponsorship push coincides with Kaizen's international growth across Europe, Latin America and Africa. It also comes while betting sponsorships face pressure in several European markets, including the UK and the Netherlands.