Betano’s sponsorship of Euro 2028 is the latest example of Kaizen Gaming’s aggressive football sponsorship strategy.
Kaizen Gaming has secured another major UEFA partnership for Betano, with the brand named the official sponsor of Euro 2028.
Kaizen’s relationship with European football’s governing body extends back to 2024, when Betano sponsored that year’s iteration of the Euros, the premier international tournament on the continent.
Announced on Wednesday in Athens, the sponsorship of Euro 2028 represents a “new chapter” in that partnership. The tournament will be held across the United Kingdom and the Republic of Ireland.
Betano has also been the official sponsor of both the Europa League and Europa Conference League, two of UEFA’s club tournaments, since the start of the 2024-25 season. Those deals are set to expire at the end of the current 2026-27 campaign.
Kaizen Gaming co-founder and CEO George Daskalakis said the renewed partnership represented an opportunity for the company to build on the relationship it established at Euro 2024, stating: “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.”
UEFA General Secretary Theodoros Theodoridis added: “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.”
Beyond its partnership with UEFA, Kaizen Gaming this year secured a deal for Betano to be an official Tournament Supporter of the 2026 World Cup. That followed the 2022 World Cup, where Betano became the first sports betting operator ever to partner with FIFA, serving as a regional supporter for Europe.
Additionally, Betano also sponsored 2024’s edition of the Copa América, the top international tournament in South America.
In July, Kaizen CCO Julio Iglesias Hernando emphasised the importance of sponsorship to the company’s strategy, telling iGB: “The real value of this relationship isn’t just the badge on the broadcast.
“It’s the permission it gives us to engage with football’s international community in ways that feel authentic, and the standard it sets for how we operate everywhere we do business.”
Iglesias Hernando added: “If there is no trust that the partnership has the potential to be a long-term one, there is no deal. That’s the one-liner non-negotiable.
“If I don’t trust you, I can’t trust you with my money. It seems quite obvious, but you would be surprised.”
