Betano Signed UEFA Euro 2028 Sponsorship Deal
The betting platform has secured an official partnership for the 18th edition of the European Championship.
Updated on Oct. 8, 2026 in Soccer
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Betano has finalized an agreement to serve as an official sponsor for UEFA Euro 2028. The deal was formalized at the Kaizen Gaming headquarters located in Athens.
Why it matters
This partnership continues the brand's expansion into major international football tournaments following its previous roles in the 2022 World Cup and Euro 2024. The agreement cements Betano's presence in high-profile European soccer competitions.
The agreement marks the latest major sports deal for Betano, which previously held a 3-year contract for the Europa League and Conference League. The sponsorship covers the 18th edition of the UEFA European Championship scheduled for 2028.
The players
Betano
This is an international online betting platform that has increasingly integrated itself into major global football sponsorships.
UEFA
The Union of European Football Associations is the administrative body for football, futsal, and beach soccer in Europe.
Kaizen Gaming
This Greece-based gaming technology company is the parent entity of the Betano brand.
Theodore Theodoridis
He serves as the general secretary of UEFA and oversees the organization's high-level partnerships.
George Daskalakis
He is the chief executive officer of Kaizen Gaming and was a signatory for the recent sponsorship deal.
The details
The sponsorship renewal was signed on October 7, 2026, by UEFA general secretary Theodore Theodoridis and Kaizen Gaming chief executive George Daskalakis. The company has previously supported the 2026 FIFA World Cup for Europe and South America, as well as the 2025 Club World Cup.
Timeline
November 2023: Betano signed on as a sponsor for Euro 2024.
2024/25 season: The Europa and Conference League agreement commenced.
October 7, 2026: The Euro 2028 sponsorship deal was officially signed.
2028: The UEFA Euro 2028 tournament is set to take place.
The Big Picture
This deal follows the pattern set by UEFA's commercial sponsorship program for the European Championship by integrating the betting sector into the tournament's official partner ecosystem. It reflects the ongoing convergence between regulated gambling entities and elite international football.
The sponsorship ensures that Betano branding will be prominently featured across all UEFA Euro 2028 official broadcast materials and stadium assets. Fans can expect increased integration of the platform's betting services during the 2028 tournament cycle.
The takeaway
The move signals a continued reliance on betting partnerships to fund major international sporting events. Fans should anticipate greater exposure to these betting platforms as they become standard fixture sponsors for UEFA tournaments.
Further reading
For more on professional football partnerships, visit Soccer.
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