Betano books EURO 2028 return with UEFA

• Betano signs as Official Sponsor of UEFA EURO 2028 in the UK and Ireland.
• Deal extends a partnership that began with EURO 2024 in Germany.
• Tournament runs from 9 June to 9 July 2028 across nine stadiums.

Kaizen Gaming’s Betano is heading back to the European Championship after signing on as an Official Sponsor of UEFA EURO 2028. The deal was sealed on 7 October at a ceremony at Kaizen Campus in Athens.

The tournament will be staged in the United Kingdom and Ireland from 9 June to 9 July 2028.

Back for round two

The agreement returns Betano to the competition where its relationship with UEFA began. At EURO 2024 in Germany, it became the first iGaming brand to sponsor UEFA’s flagship men’s national team tournament.

That first deal went beyond pitchside branding. The Kaizen Foundation and the UEFA Foundation for Children ran the 10,000 Smiles project, which brought 10,000 children from underprivileged backgrounds to 40 matches across ten stadiums, according to UEFA.

The relationship then moved into club football. Betano has been Official Global Sponsor of the UEFA Europa League and UEFA Conference League since 2024/25, under a three-season deal signed in Monaco that runs to the end of 2026/27.

UEFA sent senior figures to Athens for the signing. General Secretary Theodoros Theodoridis and Marketing Director Guy-Laurent Epstein joined Kaizen Gaming Co-Founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando at the ceremony.

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.”

Signing Ceremony UEFA EURO 2028 sponsorship, Credit: Kaizen Gaming

A packed football calendar

EURO 2028 marks the 18th edition of the European Championship. It will be played across nine stadiums in eight cities, from Cardiff and Dublin to Glasgow and London.

Cardiff stages the opening match on 9 June, and Wembley hosts the final a month later, according to UEFA. For Betano, the host nations are familiar ground.

The brand entered the UK market in 2024 through a partnership with BVGroup, the owner of BetVictor. In the same year, it became front-of-shirt sponsor of Aston Villa.

That arrangement has since changed shape. The Premier League’s front-of-shirt ban on betting brands applies from this season. Betano now sits on Villa’s sleeve under a three-year deal running to the end of 2028/29.

In July, the brand also joined Tottenham Hotspur as training wear partner for the 2026/27 season only. From there, the deal becomes an Official Europe and LATAM Betting Partner role running to 2029.

The international calendar is just as busy. Betano was an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America this summer. According to FIFA, that was its third FIFA partnership, after Qatar 2022 and the 2025 Club World Cup.

George Daskalakis, Co-Founder and CEO at Kaizen Gaming, 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 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™”.

Trophy Photo, Credits: Kaizen Gaming

Rules of engagement

Neither side disclosed financial terms. The announcement also left the full scope of the rights unstated.

In May 2025, UEFA and its agency CAA Eleven opened a tender for an exclusive betting sponsor across the 2027 to 2029 national team cycle. That package covered EURO 2028 plus the UEFA Nations League Finals in 2027 and 2029.

Activation is the other variable. Reports at the time of the tender indicated that Betano’s EURO 2024 fee reflected betting sponsorship bans in some markets. Those bans stopped the brand from using its rights across the whole of Europe.

Those limits keep shifting. In Bulgaria, MPs from We Continue the Change have tabled a near-total ad ban on gambling. The bill was prompted partly by betting branding during World Cup broadcasts.

Kaizen said Betano will again place responsible gaming practices and its most advanced features at the core of its platform. The group employs around 3,000 people globally, and Betano operates across markets in Europe, the Americas and Africa.

The next decision point sits on the club side. The Europa League and Conference League deal is in its final season. If Kaizen holds those rights beyond 2027, Betano would run through UEFA’s club and national team calendars in the same summer the Euros land in Britain and Ireland.