Kaizen Gaming has strengthened its partnership with UEFA by announcing that its brand Betano will be the official sponsor of Euro 2028. This significant commitment was revealed in Athens on Wednesday.
Kaizen’s collaboration with UEFA dates back to 2024, when Betano sponsored that year’s European Championship, the continent's premier football tournament. The Euro 2028 event is set to take place in the United Kingdom and the Republic of Ireland, marking a new phase in this growing partnership.
In addition to its sponsorship of Euro 2028, Betano has been an official sponsor of UEFA’s Europa League and Europa Conference League since the beginning of the 2024-25 season, with those agreements set to conclude after the 2026-27 campaign.
George Daskalakis, co-founder and CEO of Kaizen Gaming, emphasized the significance of this renewed partnership, stating, "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 acknowledged their ongoing collaboration, mentioning, "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."
Kaizen Gaming is not only focused on UEFA events. This year, Betano also became an official Tournament Supporter of the 2026 FIFA World Cup. This follows the brand's historic role in the 2022 World Cup, where it was the first sports betting operator to partner with FIFA as a regional supporter for Europe. Additionally, Betano will sponsor the 2024 Copa América, South America's premier international tournament.
In July, Julio Iglesias Hernando, Chief Commercial Officer at Kaizen, discussed the strategic significance of such sponsorships, stating, "The real value of this relationship isn’t just the badge on the broadcast. It’s the permission it gives us to engage with football’s international community in ways that feel authentic, and the standard it sets for how we operate everywhere we do business."
He further stressed the importance of trust in partnerships, noting, "If there is no trust that the partnership has the potential to be a long-term one, there is no deal. That’s the one-liner non-negotiable. If I don’t trust you, I can’t trust you with my money. It seems quite obvious, but you would be surprised."
