UEFA and Kaizen Gaming announced that Betano will be an official sponsor of UEFA EURO 2028. Betano, Kaizen Gaming's online gaming and sports betting brand, previously entered a partnership with UEFA during UEFA EURO 2024, making it the first betting partner to support the prestigious men’s national team tournament.
This new agreement extends their collaboration, which also includes UEFA Europa League and UEFA Conference League sponsorships. Beginning in the 2024/25 season, Betano will act as a global partner for both of these competitions.
UEFA General Secretary Theodore Theodoridis expressed enthusiasm about the partnership, stating, "We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028. 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."
The ceremony to finalize the agreement took place at Kaizen Campus in Athens, attended by Theodoridis, UEFA Marketing Director Guy-Laurent Epstein, as well as Kaizen Gaming’s co-founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
Daskalakis remarked on the significance of returning for UEFA EURO 2028, noting, "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 to build on what we have created together so far and take that relationship into its next chapter. And while the first kick-off in 2028 may still be some time away, today in Athens we begin the next chapter of our partnership on the road to UEFA EURO 2028."
The tournament is set to take place across eight cities and nine stadiums in the United Kingdom and Ireland, featuring various national teams at multiple match venues. Kaizen Gaming has also committed to focusing on responsible gambling and enhancing the gaming platform's functionalities.
