UEFA has confirmed that Betano will serve as the official sponsor for UEFA EURO 2028, with the announcement made by UEFA and Kaizen Gaming earlier today. Betano, which is the sports betting and online gaming brand of Kaizen Gaming, will build on their existing collaboration that began during UEFA EURO 2024, where they became the first betting partner for UEFA's key men’s national team tournament.
Since that initial partnership, Betano has also expanded its engagement to include sponsorship of the UEFA Europa League and UEFA Conference League, achieving the status of global partner for both competitions starting in the 2024/25 season.
UEFA General Secretary Theodore Theodoridis expressed enthusiasm for 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."
A signing ceremony took place at Kaizen Campus in Athens, attended by UEFA's Secretary General and Marketing Director alongside Kaizen Gaming's founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando. George Daskalakis shared his thoughts on the sponsorship: "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 for us to build on everything 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."
UEFA EURO 2028 is set to be held across eight cities and nine stadiums in the United Kingdom and Ireland, featuring the national teams of Europe in various match locations. Representatives from Kaizen Gaming highlighted their commitment to responsible gambling and improvements to their gaming platform functionalities.
