Kaizen Gaming has announced its latest sponsorship move, naming Betano as the official sponsor of Euro 2028. This new agreement marks a significant extension of their collaboration with UEFA, which began in 2024 when Betano supported that year’s Euro tournament, the continent's premier football event.
The announcement was made on Wednesday in Athens, with the upcoming Euro 2028 set to take place across the United Kingdom and the Republic of Ireland. This partnership signifies what Kaizen describes as a “new chapter” in their ongoing relationship with UEFA.
In addition to sponsoring the Euro 2028, Betano has held the title of official sponsor for UEFA’s club tournaments: the Europa League and the Europa Conference League since the beginning of the 2024-25 season; these agreements will conclude at the end of the 2026-27 season.
George Daskalakis, Co-founder and CEO of Kaizen Gaming, expressed enthusiasm about returning to UEFA Euro, highlighting the importance of the partnership established during Euro 2024. He noted, “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 also commented on the renewed partnership, stating, “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's strategy continues to focus on sponsorships, including a recent deal for Betano as an official Tournament Supporter of the 2026 World Cup. This follows the 2022 World Cup, where Betano made history as the first sports betting operator to partner with FIFA, serving 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 of Kaizen, underscored the value of these 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 emphasized the necessity of trust in partnerships, adding, “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.”
