UEFA and Kaizen Gaming announced today that Betano will officially partner with UEFA EURO 2028.
Betano is Kaizen Gaming’s advanced online gaming and sports betting brand.
This agreement builds upon the partnership that commenced during UEFA EURO 2024 when Betano became the first betting partner to support UEFA’s flagship men’s national team event.
Since then, the partnership has been expanded by adding UEFA Europa League and UEFA Conference League to its portfolio, and since the 2024/25 season, it has gained the status of the global partner for both events.
UEFA General Secretary Theodore Theodoridis 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.
The agreement was made official during a signing ceremony, which took place at Kaizen Campus in Athens and was attended by UEFA Secretary General Theodore Theodoridis and UEFA Marketing Director Guy-Laurent Epstein, as well as Kaizen Gaming founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando.
George Daskalakis, Co-founder and CEO of 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 will be hosted in eight cities and nine stadiums in the United Kingdom and Ireland and will involve Europe’s national teams in different match venues.
Kaizen Gaming representatives stated that the brand would pay special attention to responsible gambling and improved gaming platform functions.
