UEFA has named Betano an official sponsor of UEFA Euro 2028, extending the betting brand’s relationship with European football’s governing body to the 2028 men’s European Championship in the United Kingdom and Ireland.
Kaizen Gaming, which operates Betano, and UEFA announced the agreement on 7 October 2026 after a signing ceremony at Kaizen Campus in Athens. UEFA General Secretary Theodoros Theodoridis and Marketing Director Guy-Laurent Epstein attended with Kaizen Gaming Co-founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
Financial terms were not disclosed.
Second European Championship for Betano
Euro 2028 will be Betano’s second European Championship as a UEFA sponsor. At Euro 2024 in Germany, Betano became the first iGaming brand to sponsor UEFA’s flagship men’s national team competition, according to Kaizen Gaming.
That Euro 2024 deal was a global sponsorship package and did not carry full European rights, because some countries ban betting sponsorship, SportBusiness has reported. Its rights included pitchside LED exposure, digital rights and hospitality.
Daskalakis tied the new agreement directly to the 2024 tournament.
“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.”
How UEFA sold the rights
UEFA ran the sale through its agency CAA Eleven. According to SportBusiness, the invitation to tender sought an Exclusive Betting Partner on a three-year term covering Euro 2028 and the UEFA Nations League Finals in 2027 and 2029.
The 7 October announcement names Betano an Official Sponsor of Euro 2028 only. It does not say whether the Nations League Finals or betting category exclusivity form part of Betano’s package.
“We are delighted to continue our successful partnership with Kaizen Gaming.”
Theodoridis added that the agreement reaffirms UEFA’s commitment to developing the game and improving the matchday experience.
A tournament on UK and Irish soil
Euro 2028 runs from 9 June to 9 July 2028 across nine stadiums in eight cities in the United Kingdom and Ireland, according to the announcement. The opening match is set for the National Stadium of Wales in Cardiff, with the semi-finals and final at Wembley Stadium in London.
The UK setting brings its own sponsorship limits. Premier League clubs’ voluntary ban on gambling brands on the front of matchday shirts applies from the 2026/27 season, which moved Betano from the front of Aston Villa’s shirt to the sleeve when it extended its Aston Villa deal in July.
Kaizen Gaming said Betano’s commitment around the tournament includes responsible gaming practices. The companies have not set out how or where Betano will activate the sponsorship in the host markets.
Betano’s football portfolio
The Euro 2028 deal adds to a run of football agreements for Kaizen Gaming at both governing body and club level.
UEFA and FIFA
Betano has been Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season. SportBusiness reported that Betano took those rights for 2024 to 2027, replacing Bwin.
Betano was also the first sports betting operator to partner with FIFA, as a regional supporter in Europe for the 2022 World Cup in Qatar. Kaizen Gaming then signed on as a Tournament Supporter of the 2026 FIFA World Cup. Betano also sponsored the 2024 Copa América.
Club deals
At club level, Tottenham Hotspur named Betano its training wear partner in July 2026 under a three-year agreement that also makes Betano the club’s Official Betting Partner for Europe and Latin America. Kaizen Gaming renewed its FC Porto partnership through 2029 the same month.
What comes next
The Europa League and Conference League agreements run until the end of the 2026/27 season, a year before Euro 2028 opens in Cardiff. Whether those deals are renewed will determine if Betano carries UEFA branding across both club and national team football into the tournament.
The detail of the Euro 2028 package also remains open. With the tender covering the Nations League Finals in 2027 and 2029, any confirmation of those rights would put Betano in front of UEFA national team audiences a year before the Euros start.
Source: Kaizen Gaming
