Betano, Kaizen Gaming’s online sports betting and gaming brand, has been named an Official Sponsor of UEFA EURO 2028 as part of a renewed partnership between UEFA and Kaizen Gaming.
The agreement was announced at a signing ceremony at the Kaizen Campus in Athens, attended by UEFA General Secretary Theodoros Theodoridis and UEFA Marketing Director Guy Laurent Epstein, alongside Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
The partnership brings Betano back to UEFA’s flagship men’s national team competition after it became the first iGaming brand to sponsor UEFA EURO in 2024. The collaboration has since expanded to other major European football tournaments, with Betano serving as the Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season.
“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. “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.”
Daskalakis said the return to the European Championship was “particularly meaningful” for Kaizen Gaming and Betano.
“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,” Daskalakis said. “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 will be held across nine stadiums in eight cities in the United Kingdom and Ireland from 9 June to 9 July 2028.