Kaizen Gaming has expanded its UEFA partnership, announcing that Betano will serve as the official sponsor for Euro 2028. The deal was revealed on Wednesday in Athens, marking a continuation of a relationship that began in 2024 when Betano sponsored the Euro tournament that year.
The upcoming Euro 2028 will take place in the United Kingdom and the Republic of Ireland, and according to Kaizen, this sponsorship signifies a "new chapter" in their collaboration with UEFA. In addition to Euro 2028, Betano has been the official sponsor of the UEFA Europa League and UEFA Europa Conference League since the beginning of the 2024-25 season, with those agreements expected to conclude after the 2026-27 season.
George Daskalakis, Co-founder and CEO of Kaizen Gaming, expressed excitement about the renewed partnership, emphasizing the meaning of returning for Euro 2028: "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 deal, highlighting that the agreement reinforces their commitment to enhancing the game and enriching the matchday experience.
Expanding its sponsorship portfolio, Kaizen Gaming recently secured a deal for Betano to be an official Tournament Supporter of the 2026 World Cup. This follows their participation in the 2022 World Cup where Betano became the first sports betting operator to partner with FIFA as a regional supporter for Europe. Additionally, Betano will sponsor the 2024 edition of Copa América, South America's premier international tournament.
Kaizen CCO Julio Iglesias Hernando discussed the strategic importance of such sponsorships, saying, "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 emphasized the necessity of trust in these partnerships, 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."
Iglesias Hernando concluded by noting the obviousness of trust in financial dealings, remarking, "If I don’t trust you, I can’t trust you with my money. It seems quite obvious, but you would be surprised."
