Betano extends UEFA sponsorship through to Euro 2028

Kaizen Gaming has renewed its sponsorship agreement between Betano and UEFA, confirming the brand as an official sponsor of UEFA Euro 2028, SBC News reported.

The tournament will be co-hosted by England, Scotland, Wales and Ireland and is scheduled to run from 9 June to 9 July 2028.

Betano first partnered with UEFA for Euro 2024, becoming the first online betting brand to sponsor the men's national team tournament. The relationship has since expanded to cover the Champions League and Europa League, where Betano holds status as an 'official global sponsor' of both competitions.

George Daskalakis, co-founder and chief executive of Kaizen Gaming, said UEFA Euro 2024 "marked the beginning of an important partnership for Kaizen Gaming and Betano". He added that returning for the 2028 edition was "particularly meaningful" for the company, describing it as a chance to build on what the two parties had created together and take the relationship into its next chapter.

Theodoros Theodoridis, UEFA's general secretary, said the governing body was "delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028". He pointed to the earlier collaboration at Euro 2024 and across the Europa League and Conference League as evidence the deal reaffirmed UEFA's commitment to developing the game and improving the matchday experience.

The renewal fits a broader pattern of sports sponsorship activity for Betano. The brand became the first ever betting partner of a FIFA World Cup in 2022 and has continued its association with football's governing body as an 'official tournament supporter' of the 2026 World Cup. Its regional marketing has also included sponsorship of the 2025 COMENBOL Copa America.

At club level, Betano was front-of-shirt partner for Aston Villa between 2023 and 2026. Following the expiry of that deal, and after the Premier League's self-imposed ban on front-of-shirt betting sponsorship, Betano struck a partnership with Tottenham Hotspur in July 2026 and extended its Aston Villa relationship through a sleeve sponsorship.

The UEFA renewal comes as Kaizen Gaming pursues international growth across Europe, Latin America and Africa, and as betting sponsorships face tighter scrutiny in markets including the UK and the Netherlands. The scale of the deal suggests neither Betano nor UEFA regards that pressure as a reason to scale back their association heading into 2028 and beyond.