October 7: Betano has renewed its sponsorship of the men’s European Championship, signing on as an official partner for Euro 2028, as owner Kaizen Gaming builds on its growing presence in football’s biggest competitions.
The deal takes Betano to a second consecutive Euro after becoming the first bookmaker to sponsor UEFA’s flagship national team tournament at Euro 2024 in Germany.
Since then, the relationship between UEFA and the Greek-owned gaming group has expanded rapidly. Betano signed a three-year deal covering the Europa League and Conference League from the start of the 2024/25 season, until the end of this season with the door open to an extension.
The financial terms of the Euro 2028 deal were not disclosed.
The renewal adds another major international property to a sponsorship portfolio that has grown well beyond European club football. Betano was also a supporter of this year’s FIFA World Cup North America tournament for Europe and South America, having been associated with the 2022 Qatar World Cup and the 2025 Club World Cup.
The Euro 2028 deal was signed at Kaizen’s headquarters in Athens by senior executives from both organisations, including UEFA General Secretary Theodore Theodoridis and Kaizen co-founder and CEO George Daskalakis.
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 partnership with UEFA EURO 2024 and the UEFA Europa League and UEFA Conference League, this agreement reaffirms our commitment to both developing the game and enhancing the matchday experience.”
When Betano signed for Euro 2024 in November 2023 it was the first betting partner in the history of the competition. In three years, the brand has added the two minor UEFA men’s club competitions and successive FIFA tournaments to its portfolio.
Daskalakis said: “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 built together so far and take this relationship into its next relationship.
“Although the first kick-off in 2028 is still a long way off, today in Athens we begin the journey, sending the ball towards UEFA EURO 2028 from Greece.”
Contact the writer of this story, Harry Ewing, at (email protected)
