Kaizen Gaming and UEFA Announce Betano as an Official Sponsor of UEFA EURO 2028 in the UK and Ireland
Kaizen Gaming and UEFA have announced that Betano, Kaizen Gaming’s premium online sports betting and gaming brand, will be an Official Sponsor of UEFA EURO 2028. The agreement was confirmed on 7 October 2026 at a signing ceremony held at Kaizen Campus in Athens, Greece.
The ceremony brought together UEFA General Secretary Theodoros Theodoridis and UEFA Marketing Director Guy Laurent Epstein with Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando. The deal returns Betano to the competition where its relationship with UEFA first began.
Betano returns to UEFA EURO 2028 as an Official Sponsor
The new agreement names Betano an Official Sponsor of UEFA EURO 2028. The announcement marks a new chapter in the partnership between Kaizen Gaming and UEFA, confirmed at the signing in Athens attended by senior figures from both organisations. For Kaizen Gaming, it brings its flagship brand back to the competition that first carried the partnership in 2024.
How Betano and UEFA’s partnership began at EURO 2024
At UEFA EURO 2024, Betano became the first iGaming brand to sponsor UEFA’s flagship men’s national team competition. That placement opened a collaboration that has since widened across several of European football’s biggest tournaments. The EURO 2028 agreement brings the brand back to where that journey started.
Betano’s sponsorship across the UEFA Europa League and Conference League
Betano has been the Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season. Read alongside the EURO 2024 placement, the EURO 2028 deal reflects a brand building continuity across European football’s biggest tournaments, adding national team presence on top of its existing club tournament footprint.
UEFA EURO 2028 comes to the United Kingdom and Ireland
UEFA EURO 2028 will bring Europe’s leading national teams together across nine stadiums and eight cities in the United Kingdom and Ireland, running from 9 June to 9 July 2028. It marks the 18th edition of the UEFA European Championship, placing European football centre stage across the host nations and beyond.
What Kaizen Gaming and UEFA said about the agreement
Theodoros Theodoridis, General Secretary at UEFA, said: “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.”
George Daskalakis, Co-Founder and CEO at Kaizen Gaming, added: “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.”
What the Betano UEFA EURO 2028 sponsorship signals for the iGaming sector
For operators, the deal shows Betano treating UEFA’s competitions as a connected platform, layering national team and club tournament presence into one sustained footprint. In a sector where major football rights are limited and heavily contested, building continuity across European football’s biggest tournaments is a clear statement of intent on brand visibility.
Kaizen Gaming has said Betano will once again stand next to football fans, aiming to elevate their entertainment while placing responsible gaming practices and advanced platform features at the core of its platform. How the brand brings that to life across the UK and Ireland host nations will be the part worth watching on the road to EURO 2028.
Source: Kaizen Gaming
