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Betano Renews Sponsorship Deal with UEFA for Euro 2028: A Deep Dive

By jili tutorial · October 8, 2026

Betano Renews Sponsorship Deal with UEFA for Euro 2028: A Deep Dive

Introduction

Kaizen Gaming, the parent company of international sportsbook Betano, has renewed its sponsorship agreement with UEFA, solidifying its role as an official sponsor for the UEFA Euro 2028 tournament. This deal marks another milestone in Betano’s growing relationship with top-tier football, underscoring its commitment to the sport and its global audience.

The Deal’s Scope and Timeline

Euro 2028: A Pan-European Tournament

The UEFA Euro 2028 will be hosted across England, Scotland, Wales, and Ireland from June 9 to July 9, 2028. Betano’s renewal of this sponsorship deal well in advance of the tournament highlights its strategic foresight and commitment to the event.

Historical Context

Betano initially partnered with UEFA for the Euro 2024 tournament, becoming the first online betting brand to sponsor the men’s national team tournament. Since then, it has expanded its collaborations to include the UEFA Champions League and the Europa League as an ‘official global sponsor.’

Leadership Insights

George Daskalakis on the Partnership

George Daskalakis, Co-Founder and CEO of Kaizen Gaming, emphasized the significance of this renewed partnership: “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.”

Theodoros Theodoridis’ Perspective

Theodoros Theodoridis, General Secretary at UEFA, expressed his enthusiasm: “We are delighted to continue our successful partnership with Kaizen Gaming and welcome Betano back as an official sponsor of UEFA EURO 2028. 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.”

Betano’s Broader Sponsorship Strategy

Global Ambitions

Betano has been increasingly active in sports sponsorship, extending its reach beyond football. Notable milestones include:

Market Focus

Betano’s extensive sponsorship portfolio aligns with its push for international growth across Europe, Latin America, and Africa. This strategy persists even amid regulatory pressures in markets like the UK and the Netherlands.

Despite the increasing scrutiny and regulatory challenges in several European markets, Betano continues to pursue its sponsorship strategy robustly. This trend indicates a resilient partnership between betting brands and sports organizations, suggesting that such collaborations are here to stay, at least in the near term.

Conclusion

Betano’s renewed sponsorship deal with UEFA for Euro 2028 exemplifies its commitment to top-tier football and its strategic vision for global expansion. As the landscape of sports sponsorships evolves, Betano and UEFA’s continued partnership signals a mutual dedication to enhancing the sport and the fan experience.