Kaizen Gaming has renewed its partnership with UEFA, making Betano an official sponsor of the 2028 European Championship.
The tournament will take place across England, Scotland, Wales and Ireland from 9 June to 9 July 2028. The agreement extends a relationship that began with UEFA Euro 2024, when Betano became the first online betting brand to sponsor the men’s national team competition.
Betano Extends Partnership Across European Football
Betano has since expanded its UEFA presence, becoming an official global sponsor of the Champions League and Europa League. The sportsbook has also pursued an international sponsorship strategy, becoming the first betting partner of a FIFA World Cup in 2022. It renewed this FIFA collaboration as a 2026 World Cup official tournament supporter.
Also, Betano sponsored the 2025 Copa América and held a front-of-shirt partnership with Aston Villa between 2023 and 2026. Following the end of that agreement, Betano continued its Premier League exposure through partnerships with Tottenham Hotspur and an extended sleeve sponsorship with Villa.
“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,” Kaizen Gaming co-founder and CEO George Daskalakis said.
Sponsorship Strategy Continues Despite Regulatory Pressure
Betano’s renewed UEFA deal comes as betting sponsorships face restrictions in several European markets, including the UK and the Netherlands.
UEFA general secretary 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,” he reiterated.
The renewal demonstrates the value of top-level football sponsorship for global betting brands. Betano gains visibility across several major European markets while UEFA secures an established partner across sports and betting. However, the agreement also shows the growing tension between commercial sponsorship and tighter gambling marketing rules.
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