Betano becomes Official Sponsor of UEFA EURO 2028

UEFA and Kaizen Gaming have today announced that Betano, Kaizen Gaming’s premium online sports betting and gaming brand, will become an official sponsor of UEFA EURO 2028.

The agreement marks the continuation of a partnership that began at UEFA EURO 2024, when Betano became the first official betting partner to sponsor UEFA’s flagship men’s national team competition. The collaboration has since expanded to include the UEFA Europa League and UEFA Conference League, for which Betano has been the official global sponsor since the 2024/25 season.

The agreement was announced at a signing ceremony at Kaizen Campus in Athens, attended by UEFA general secretary Theodore Theodoridis and UEFA executive director of marketing Guy-Laurent Epstein, alongside Kaizen Gaming co-founder and CEO George Daskalakis and chief commercial officer Julio Iglesias Hernando.

Theodore Theodoridis, UEFA general secretary, 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, Kaizen Gaming co-founder and CEO, 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 are kicking off the journey, sending the ball on its way from Greece towards UEFA EURO 2028.”

UEFA EURO 2028 will take place from 9 June to 9 July 2028, bringing together Europe's leading national teams across nine stadiums in eight cities in the United Kingdom and Ireland.