Kaizen Gaming has expanded its relationship with UEFA after securing Betano as an official sponsor of UEFA Euro 2028, extending a partnership that began with the previous European Championship.
The tournament will take place across England, Scotland, Wales and the Republic of Ireland from 9 June to 9 July 2028. Betano will return after becoming the first official betting partner of UEFA’s flagship men’s national-team competition for Euro 2024 in Germany.
The latest agreement was announced during a signing ceremony at Kaizen Gaming’s campus in Athens. UEFA General Secretary Theodore Theodoridis and Executive Director of Marketing Guy-Laurent Epstein attended alongside Kaizen Gaming co-founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
Betano’s relationship with UEFA has expanded beyond the European Championship since the companies first joined forces. The operator has served as an official global sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season.
Daskalakis described the return for Euro 2028 as the next stage of a partnership established around Euro 2024, with Kaizen aiming to build further on its presence around major international football competitions.
Theodoridis said UEFA’s continued work with Kaizen Gaming follows their cooperation at Euro 2024 and across the Europa League and Conference League, with the organisations now preparing joint activities ahead of the 2028 tournament.
Betano expands football sponsorship portfolio
Euro 2028 adds another major international tournament to Betano’s growing football sponsorship portfolio.
The Kaizen Gaming brand was an official regional supporter of the 2022 FIFA World Cup in Europe before becoming an official partner of the 2025 FIFA Club World Cup. In May 2026, FIFA appointed Betano as an official tournament supporter of the 2026 World Cup for Europe and South America.
The 2026 agreement marked the third collaboration between Betano and FIFA. The expanded World Cup will feature 48 teams and is being staged across Canada, Mexico and the United States from 11 June to 19 July 2026.
Betano was also among the global sponsors of the 2024 Copa América in the United States, continuing the company’s strategy of using major international football tournaments to expand the brand across multiple markets.
Its club sponsorship activity has also remained prominent in England. Betano previously held Aston Villa’s front-of-shirt position and, in July 2026, agreed a three-year partnership with Tottenham Hotspur. Under that deal, Betano became an official partner of Tottenham’s men’s first team for the 2026/27 season before transitioning into the club’s official betting partner for Europe and Latin America through 2029.
The Euro 2028 agreement therefore extends Kaizen Gaming’s football marketing strategy into another major tournament cycle as Betano continues to strengthen its international presence through partnerships with governing bodies, competitions and clubs.