Betano named official sponsor of UEFA Euro 2028
The Kaizen Gaming brand will return as a sponsor for the football tournament to be held in the UK and Ireland.
ATHENS — Kaizen Gaming has secured a deal for its Betano brand to be an official sponsor of the UEFA Euro 2028 football tournament.
The agreement was announced at a signing ceremony at Kaizen Campus in Athens on Oct. 7, 2026.
Returning to the competition for UEFA Euro 2028 is particularly meaningful for us.
Kaizen Gaming co-founder and CEO George Daskalakis said the deal represents a new chapter in the company's relationship with UEFA.
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He said being part of the 18th edition of the UEFA European Championship is an opportunity to build on everything created so far.
UEFA General Secretary Theodoros Theodoridis said the agreement reaffirms the body's commitment to developing the game and improving the matchday experience.
"We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA Euro 2028," Theodoridis said.
Betano first partnered with UEFA for the Euro 2024 tournament, becoming the first iGaming brand to sponsor the men's national team competition.
The brand also serves as the official global sponsor for the UEFA Europa League and UEFA Conference League, with those deals active until the end of the 2026-27 season.
UEFA Euro 2028 will be co-hosted by the United Kingdom and the Republic of Ireland from June 9 to July 9, 2028.
The tournament will be staged across nine stadiums in eight cities, with the opening match at the National Stadium of Wales in Cardiff and the semi-finals and final at Wembley Stadium in London.
Kaizen Gaming Chief Commercial Officer Julio Iglesias Hernando, who attended the signing ceremony, has previously emphasised that trust is a non-negotiable element for the company's sponsorship deals.
"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 said in July.
Beyond UEFA, Betano's sponsorship portfolio includes a deal as an official Tournament Supporter of the 2026 FIFA World Cup.
Betano was the first sports betting operator to partner with FIFA as a regional supporter for Europe at the 2022 World Cup.
The brand also sponsored the 2024 Copa América, South America's top international football tournament.
Domestically, Betano holds a sleeve sponsorship deal with Aston Villa and is the Training Wear Partner for Tottenham Hotspur for the 2026-27 season, as well as its Official Betting Partner for Europe and Latin America.
Kaizen Gaming operates the Betano brand in Europe, the Americas and Africa and employs approximately 3,000 people.
The company has received industry recognition including Operator of the Year at the EGR Operator Awards in 2024 and 2025.
UEFA oversees 55 member associations and states that it invests 97.5 per cent of its revenue in football-related activities.