Kaizen Gaming Extends UEFA Partnership by Naming Betano Official Sponsor of EURO 2028
Betano will sponsor UEFA EURO 2028 after debuting as the first iGaming brand at EURO 2024 and taking global sponsorship of the Europa League and Conference League in 2024/25. The tournament runs 9 June to 9 July 2028 across nine stadiums in the UK and Ireland. The extension reinforces ties between regulated operators and football governing bodies.
SCCG Take — This sponsorship gives operators premium European visibility while anchoring brand activity in responsible gaming, a combination that supports channelisation in regulated markets.
UEFA and Kaizen Gaming have named Betano an Official Sponsor of UEFA EURO 2028. The agreement extends a collaboration that began when the brand became the first iGaming brand to sponsor UEFA’s flagship men’s national team competition at EURO 2024.
The deal was signed at Kaizen Campus in Athens. UEFA General Secretary Theodoros Theodoridis, UEFA Marketing Director Guy Laurent Epstein, Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando attended the ceremony.
Theodoros Theodoridis 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.”
Partnership Timeline and Tournament Scope
George Daskalakis added: “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.”
Betano has held the role of Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season. UEFA EURO 2028 will take place from 9 June to 9 July 2028 across nine stadiums and eight cities in the United Kingdom and Ireland.
The sponsorship will position Betano alongside fans with a focus on responsible gaming practices and platform features. The arrangement keeps the operator aligned with one of European football’s premier events without altering existing regulatory or operational footprints.
Reporting: G3 Newswire
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