Kaizen Gaming has announced that its brand Betano will serve as the official sponsor of Euro 2028, marking an extension of its partnership with UEFA. This collaboration dates back to 2024, when Betano was also a sponsor of the Euro tournament, Europe’s premier international football event.
The sponsorship deal was revealed on Wednesday in Athens, and it signifies a pivotal advancement in Kaizen’s ongoing relationship with UEFA. Euro 2028 will take place across the United Kingdom and the Republic of Ireland.
In addition to Euro 2028, Betano has sponsored UEFA’s club competitions, the Europa League and the Europa Conference League, since the 2024-25 season, with those agreements set to conclude after the 2026-27 season.
George Daskalakis, co-founder and CEO of Kaizen Gaming, expressed enthusiasm about the renewed partnership, deeming it a critical opportunity to deepen ties formed during Euro 2024. "Returning to the competition for UEFA Euro 2028 is particularly meaningful for us," he stated, emphasizing that this edition of the championship allows them to advance their collaborative efforts.
UEFA’s General Secretary, Theodoros Theodoridis, remarked on the significance of this agreement, noting that it reinforces commitments to enhancing the game and enriching matchday experiences following their previous collaborations.
Kaizen Gaming is not only focusing on UEFA; earlier this year, it also became an official Tournament Supporter for the 2026 World Cup. This followed a historic sponsorship at the 2022 World Cup, where Betano was the first betting operator to partner with FIFA as a regional supporter in Europe. Additionally, Betano will sponsor the 2024 Copa América, the leading international tournament in South America.
In a previous interview, Julio Iglesias Hernando, Chief Commercial Officer at Kaizen, discussed the strategic importance of these sponsorships. He noted, "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."
He further emphasized that trust is fundamental to any sponsorship agreement, stating, "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."
