UEFA names Kaizen Gaming’s Betano an Official Sponsor of UEFA EURO 2028

Deal extends the partners’ relationship after Betano’s UEFA EURO 2024 sponsorship and its UEFA Europa League and Conference League tie-up.

UEFA has named Betano, the online sports betting and gaming brand of Kaizen Gaming, an Official Sponsor of UEFA EURO 2028™, the organisations said on 7 October, 2026. The announcement was made in Athens, Greece, following a signing ceremony at Kaizen Campus.

The agreement extends a partnership that began at UEFA EURO 2024™, when Betano became the first iGaming brand to sponsor UEFA’s men’s national team competition, according to the companies. Betano is also an Official Global Sponsor of the UEFA Europa League and UEFA Conference League, a deal in place since the 2024/25 season.

Theodoros Theodoridis, General Secretary at UEFA, said: “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.”

George Daskalakis, Co-Founder and CEO at Kaizen Gaming, added: “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. And while the first kick-off in 2028 may still be some time away, today in Athens we begin the next chapter of our partnership on the road to UEFA EURO 2028™”.

UEFA EURO 2028™ is scheduled to run from 9 June to 9 July 2028 across nine stadiums and eight cities in the United Kingdom and Ireland.