Betano has been announced as Official Sponsor of UEFA Euro 2028. UEFA's General Secretary, Theodoros Theodoridis, and Kaizen Gaming Co-Founder and CEO, George Daskalakis, held a dedicated signing ceremony in Athens.
Theodoridis stated in the official press release: "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 announcement builds upon Betano's previous relationship with UEFA. At UEFA Euro 2024, the online sports betting brand became the first iGaming company to sponsor the flagship men's national team competition.
Moreover, Betano has been the Official Global Sponsor of the UEFA Europa League and UEFA Conference League since the 2024/2025 season.
Daskalakis, one of the founders and CEO of Betano's parent company Kaizen Gaming, said about the collaboration: "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.”
Although the company is finding success in Europe, it is preparing to take legal action on the other side of the globe. Following Brazilian President Luiz Inácio Lula da Silva's provisional measure prohibiting online and sports betting, the company is gearing up to challenge the decision to protect its five-year operating licence.
The decision was announced by Allwyn, which operates in the Brazilian market through its 36.75% shareholding in Kaizen Gaming.
Although Brazil is Betano's largest market, it has plans to enter four additional markets in 2027
