New agreement extends partnership with UEFA’s flagship men’s national team competition that began in 2024
Kaizen Gaming’s Betano brand has extended its partnership with UEFA to become an official sponsor of UEFA EURO 2028.
The agreement marks the continuation of a partnership that began at UEFA EURO 2024, when Betano became the first official betting partner to sponsor UEFA’s flagship men’s national team competition.
The collaboration has since expanded to include the UEFA Europa League and UEFA Conference League, which has seen Betano serve as the official global sponsor 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,” said UEFA general secretary Theodore Theodoridis. “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.”
Kaizen Gaming co-founder and CEO George Daskalakis said: “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 are kicking off the journey, sending the ball on its way from Greece towards UEFA EURO 2028.”
UEFA EURO 2028 will take place from 9 June to 9 July 2028 across nine stadiums in eight cities in the United Kingdom and Ireland.