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Betano Secures UEFA Euro 2028 Sponsorship: Kaizen Gaming’s Expanded Partnership Unveiled

By jili tutorial · October 8, 2026

Betano Secures UEFA Euro 2028 Sponsorship: Kaizen Gaming’s Expanded Partnership Unveiled

In a significant move for the sports betting industry, Kaizen Gaming has announced that Betano will be the official sponsor of UEFA Euro 2028, solidifying its growing relationship with European football’s governing body. This sponsorship marks a major milestone for Kaizen Gaming, which has been steadily expanding its footprint in the global sports landscape.

Kaizen Gaming and UEFA: A Growing Alliance

A Partnership Built on Trust

Kaizen Gaming’s collaboration with UEFA began in 2024, when Betano sponsored UEFA Euro 2024, the continent’s premier international football tournament. The announcement of the Euro 2028 sponsorship, made on Wednesday in Athens, signifies a “new chapter” in this partnership. The tournament will be hosted across the United Kingdom and the Republic of Ireland, offering Betano a vast platform to engage with football fans worldwide.

Sponsoring Club Competitions

Beyond international tournaments, Betano has been the official sponsor of two of UEFA’s club competitions—the Europa League and the Europa Conference League—since the start of the 2024-25 season. These agreements are set to conclude at the end of the 2026-27 campaign, further emphasizing Kaizen Gaming’s commitment to European football.

Leadership Insights

George Daskalakis, Kaizen Gaming co-founder and CEO, expressed his enthusiasm for the renewed partnership:
“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, UEFA General Secretary, echoed this sentiment, stating:
“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.”

Betano’s Broader Sponsorship Strategy

Expanding Horizons: FIFA and Copa América

Kaizen Gaming’s ambitions extend beyond UEFA. Earlier this year, Betano secured a deal to become an official Tournament Supporter of the 2026 FIFA World Cup. This follows Betano’s groundbreaking partnership with FIFA during the 2022 World Cup, where it became the first sports betting operator ever to partner with FIFA, serving as a regional supporter for Europe.

In addition to its FIFA collaborations, Betano sponsored the 2024 Copa América, South America’s top international football tournament. These partnerships highlight Kaizen Gaming’s strategy to establish Betano as a global brand in the sports betting industry.

Sponsorship as a Core Strategy

Julio Iglesias Hernando, Kaizen Gaming’s Chief Commercial Officer, emphasized the importance of sponsorship to the company’s overall strategy. Speaking to iGB, he explained:
“The real value of this relationship isn’t just the badge on the broadcast. It’s the permission it gives us to engage with football’s international community in ways that feel authentic, and the standard it sets for how we operate everywhere we do business.”

He added:
“If there is no trust that the partnership has the potential to be a long-term one, there is no deal. That’s the one-liner non-negotiable. If I don’t trust you, I can’t trust you with my money. It seems quite obvious, but you would be surprised.”

Looking Ahead: The Future of Kaizen Gaming’s Sponsorships

Strategic Goals and Market Impact

Kaizen Gaming’s partnerships with UEFA, FIFA, and other major football organizations underscore its commitment to leveraging sponsorship as a tool for brand building and community engagement. By aligning with high-profile events, Betano aims to enhance its credibility and visibility in competitive markets.

Challenges and Opportunities

While sponsorship deals offer significant benefits, they also come with challenges. Ensuring authenticity, maintaining trust, and delivering value to stakeholders are critical factors for long-term success. Kaizen Gaming’s focus on building enduring relationships positions it well to navigate these complexities.

Conclusion: A New Era for Betano

The sponsorship of UEFA Euro 2028 marks a pivotal moment for Kaizen Gaming and Betano. As the company continues to expand its global presence, its partnerships with UEFA, FIFA, and other football organizations serve as a testament to its strategic vision and commitment to excellence in the sports betting industry.