Betano Extends UEFA Partnership With Euro 2028 Sponsorship

Betano has expanded its partnership with UEFA after becoming an official sponsor of UEFA Euro 2028, which will be staged across the UK and Ireland.

The agreement continues a relationship that began with Euro 2024, when the Kaizen Gaming-owned sports betting and gaming brand secured its first sponsorship deal with UEFA.

Betano subsequently expanded its involvement in UEFA competitions through partnerships with the UEFA Europa League and UEFA Conference League from the 2024/25 season.

Betano Builds On UEFA Relationship

George Daskalakis, co-founder and CEO of Kaizen Gaming, said the Euro 2028 agreement represents the next stage of the company's relationship with UEFA.

“UEFA Euro 2024 marked the beginning of an important partnership for Kaizen Gaming and Betano,” Daskalakis said.

“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.”

The Euro 2028 sponsorship adds to Betano’s existing football partnerships in the UK.

The brand is currently partnered with Premier League club Aston Villa and also sponsors Tottenham Hotspur’s training wear.