Kaizen Gaming has announced its status as the official sponsor of Euro 2028 for its brand Betano. This development marks a significant milestone in the partnership between Kaizen and UEFA, which began in 2024 when Betano became a sponsor for that year's European Championship.
The spokesperson for Kaizen made the announcement on Wednesday in Athens, describing the Euro 2028 sponsorship as a "new chapter" in their collaboration. The tournament will take place across the United Kingdom and the Republic of Ireland.
In addition to the European Championship, Betano has served as the official sponsor for UEFA's Europa League and Europa Conference League since the 2024-25 season, with those sponsorships set to conclude at the end of the 2026-27 season.
George Daskalakis, co-founder and CEO of Kaizen Gaming, expressed enthusiasm about the renewed partnership, stating: "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 acknowledged the significance of this agreement, stating that it reaffirms their commitment to advancing the sport and enhancing the matchday experience.
Kaizen's commitment to sponsorship goes beyond UEFA; this year, Betano has also become an official Tournament Supporter for the 2026 World Cup. This follows Betano's role as the first sports betting operator to partner with FIFA during the 2022 World Cup, where it served as a regional supporter for Europe. Furthermore, Betano has secured sponsorship for the 2024 Copa América, the premier international football tournament in South America.
Kaizen CCO Julio Iglesias Hernando underscored the strategic importance of sponsorship for the company, emphasizing to iGB: "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 stated, "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."
