Betano UEFA sponsorship extended to cover UEFA Euro 2028

Kaizen Gaming has extended its sponsorship agreement with the Union of European Football Associations (UEFA), confirming Betano as an official sponsor of UEFA Euro 2028. The extension was announced in Athens on 7 October 2026 and builds on Betano’s existing UEFA relationships that began with Euro 2024 and continue across club competitions through the 2026–27 season.

Betano UEFA sponsorship: what was announced in Athens

The announcement in Athens formalises Betano’s role at the 18th edition of the UEFA European Championship, scheduled to run from 9 June to 9 July 2028. The tournament will be co-hosted by the United Kingdom and Ireland; the opening match is set for the National Stadium of Wales in Cardiff and the semi-finals and final will take place at Wembley Stadium in London. The renewed agreement follows Betano’s presence as an official sponsor at UEFA Euro 2024 and extends the brand’s European competition ties through 2028.

"Returning to the competition for UEFA Euro 2028 is particularly meaningful for us," said Kaizen Gaming Co-founder and CEO George Daskalakis. "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."

Existing UEFA and global football footprint for Betano

Betano first entered a sponsorship arrangement with UEFA for Euro 2024. The brand is also an official sponsor of the UEFA Europa League and the UEFA Europa Conference League, with those arrangements running through the end of the 2026–27 campaign. The Athens announcement adds the Euro 2028 tournament to that portfolio.

Beyond UEFA competitions, Kaizen Gaming has signed other high-profile football partnerships this year. The company agreed a deal to act as an official Tournament Supporter of the 2026 FIFA World Cup. Betano previously became the first sports betting operator to enter a partnership with FIFA at the 2022 World Cup, serving as a regional supporter in Europe. The brand also sponsored the 2024 Copa América, increasing its visibility in South America.

Commercial placement and domestic partnerships

On the domestic and club level, Betano maintains a range of commercial deals. The operator no longer appears on the front of Aston Villa shirts because of the English Premier League’s voluntary advertising restrictions, but it retains a sleeve sponsorship with the club. In July 2026 Kaizen Gaming added a partnership with Tottenham Hotspur that designates Betano as Training Wear Partner for the 2026/27 season and Official Betting Partner for Europe and Latin America.

UEFA General Secretary Theodoros Theodoridis framed the extension as a continuation of the organisations’ work to develop the game and improve the matchday experience:

"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," he said.

Strategic rationale and what operators observe

The renewed sponsorship strengthens Kaizen Gaming’s profile across major international competitions at a time when operators are seeking scale and brand recognition. For a sportsbook or gaming operator, tournament-level rights provide global visibility during concentrated viewing windows and can be repurposed across markets where licensing and advertising rules permit.

Betano’s deals span Europe, Latin America and South America, reflecting a multi-region approach that pairs tournament sponsorships with club-level partnerships. The UEFA Euro 2028 commitment dovetails with the 2026 FIFA World Cup Tournament Supporter role and prior FIFA collaboration in 2022, creating a run of marquee tournament associations for the brand.

What this means for rights holders, licensors and regulators

UEFA remains a high-value commercial partner for operators that can satisfy advertising and sponsorship rules in each market. National and league-level restrictions — for example the English Premier League’s voluntary ban on front-of-shirt betting logos — continue to shape how those rights are deployed. Operators and sponsors must manage local compliance while extracting global marketing value from pan-regional agreements.

This extension also underlines that tournament sponsorship strategies often combine:

• long-term agreements across confederation and club competitions, and

• simultaneous regional initiatives, such as the 2026 FIFA World Cup Tournament Supporter deal and participation in the 2024 Copa América.

Practical implications for platform and marketing teams

Marketing teams at Kaizen Gaming will use the Euro 2028 sponsorship to activate campaigns across Europe and designated international markets. Platform vendors and media partners engaged by the operator will need to align delivery with host-nation schedules (9 June–9 July 2028), stadium placements (Cardiff opening match; Wembley semi-finals and final) and the marketing rights agreed with UEFA.

For rights buyers and commercial teams, the Athens announcement is a reminder that sponsorship calendars for major football properties now overlap. Brands that want continuous presence across the international tournament cycle can expect to structure deals across UEFA and FIFA events as Betano has done.

Where to watch next

Betano’s sponsorship portfolio is expanding into the latter half of the decade: Euro 2028 follows the company’s confirmed tournament role for the 2026 FIFA World Cup and its existing UEFA club competition agreements through 2026–27. Industry observers will be watching how Betano sequences activations across the UK, Ireland, Europe and Latin America, and how regulatory frameworks in those markets affect on-ground execution.