Betano extends UEFA sponsorship and will be an official sponsor of Euro 2028

Betano, the brand of the Kaizen Gaming group, has extended its sponsorship agreement with the Union of European Football Associations (UEFA) to become an official sponsor of UEFA Euro 2028. The announcement was made in Athens and prolongs the relationship between the Greek operator and the European football governing body, which began at Euro 2024 and continues across continental competitions through 2027.

Details of the agreement and immediate context

The extension formalises Betano's presence at the 18th edition of the UEFA European Championship, which will be held from 9 June to 9 July 2028 and co-hosted by the United Kingdom and Ireland. The opening match will take place at the National Stadium of Wales, Cardiff; the semifinals and the final will be played at Wembley Stadium, London.

Kaizen Gaming was already a UEFA partner at Euro 2024 and maintains agreements as official sponsor of the UEFA Europa League and the UEFA Europa Conference League, both valid through the end of the 2026–27 season. The extension announced in Athens reinforces that continuity at continental level.

Statements from the principals

"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." — George Daskalakis, co-founder and CEO of Kaizen Gaming.

"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." — Theodoros Theodoridis, General Secretary of UEFA.

Both quotes were included in the official statement released at the Athens press conference. Daskalakis emphasised the strategic value of exposure at major tournaments; Theodoridis linked the renewal to objectives of developing the spectacle and the stadium experience.

How Euro 2028 fits in Betano’s portfolio

The addition of Euro 2028 joins a series of international agreements that Kaizen Gaming has accumulated in recent years. Among the milestones cited by the company are:

• becoming an official Tournament Supporter of the 2026 FIFA World Cup, an agreement confirmed in early 2026;

• being the first sports-betting operator to sign a partnership with FIFA in recent history, acting then as a regional supporter in Europe during the 2022 World Cup;

• sponsoring the 2024 Copa América, South America’s primary national-team tournament;

• maintaining commercial agreements with leagues and clubs, including a sleeve sponsorship for Aston Villa and an agreement with Tottenham Hotspur as Training Wear Partner for the 2026/27 season and Official Betting Partner for Europe and Latin America.

In its statement, the company presents Euro 2028 as another step in expanding global and regional visibility. The simultaneous presence across UEFA, FIFA and international tournaments reflects a coherent sports-marketing strategy by Kaizen Gaming and its brand Betano, with commercial activation plans that will intersect with [b2b](/b2b) partnerships and club deals.

Implications for brands and operators in international competition

Continuity of Betano’s sponsorship in the calendar of major international events is relevant for two reasons. First, it consolidates the brand’s visibility in key markets in Europe and Latin America, where the company has already activated commercial agreements with clubs and tournaments. Second, it reinforces the normalisation of gambling operators’ presence in international football sponsorship, a dynamic that continues to generate regulatory debate in several markets and will be monitored under evolving rules on advertising and sponsorship in regulated jurisdictions; see more on [regulation](/regulation).

For teams and federations, these contracts remain a significant source of commercial revenue. For operators, the operational question is how to turn brand exposure into customer acquisition and retention without breaching local gambling advertising rules.

Basic Euro 2028 schedule and logistical details

UEFA Euro 2028 will be played between 9 June and 9 July 2028, co-hosted by the United Kingdom and Ireland. The tournament will open at the National Stadium of Wales, Cardiff; the decisive phase — semifinals and final — will take place at Wembley Stadium, London. Coordination of logistics between venues and management of global sponsors will be central tasks for UEFA over the next two years.

What remains to be seen

Kaizen Gaming has stated its intention to use the alliance to "take the relationship to the next chapter," according to Daskalakis. The extent to which that intention translates into regional brand activations or new investments in regulated markets will depend on the practical implementation of the sponsorship and on the evolution of the regulatory framework in each territory.

For those following the intersection of technology, sports marketing and gambling regulation, the extension confirms that major operators continue to bet on international events as growth levers, despite advertising restrictions in some leagues and jurisdictions and ongoing scrutiny of how such partnerships are executed.