Kaizen Gaming and UEFA Announce Betano as Official Sponsor of UEFA EURO 2028™

Athens, Greece – UEFA and Kaizen Gaming announce today a new chapter in their partnership, with  Betano, Kaizen Gaming’s premium online sports betting and gaming brand, becoming an Official Sponsor of UEFA EURO 2028™. To mark the occasion, UEFA General Secretary, Theodoros Theodoridis, and UEFA Marketing Director, Guy Laurent Epstein, joined Kaizen Gaming Co-Founder and CEO, George Daskalakis, and Chief Commercial Officer, Julio Iglesias Hernando, at a dedicated signing ceremony at Kaizen Campus, in Athens. 

The agreement brings Betano back to the stage where its partnership with UEFA first began. At UEFA EURO 2024™, Kaizen Gaming’s Betano became the first iGaming brand to sponsor UEFA’s flagship men’s national team competition, marking the beginning of a collaboration that has since expanded across some of European football’s biggest tournaments. Betano has been the Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season.

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.”

George Daskalakis, Co-Founder and CEO at 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 bring Europe’s leading national teams together across nine stadiums and eight cities in the United Kingdom and Ireland, from 9 June to 9 July 2028. Beyond the action on the pitch, the tournament will place European football centre stage, creating memorable moments and shared experiences for supporters across the host nations and beyond. 

Betano will once again stand next to football fans, aiming to elevate their entertainment, always placing the best responsible gaming practices and most advanced features at the core of its platform.