Kaizen Gaming has signed a new agreement with UEFA that brings Betano back as an official sponsor of the European Championship for Euro 2028. The relationship started at Euro 2024 and has since grown to cover UEFA’s Europa League and Conference League, though neither side disclosed the financial terms of this latest deal.
Kaizen Gaming co-founder and CEO George Daskalakis and Chief Commercial Officer Julio Iglesias Hernando signed with UEFA General Secretary Theodoros Theodoridis and Marketing Director Guy Laurent Epstein at the Kaizen Campus in Athens. The tournament Betano will sponsor runs from June 9 to July 9, 2028.
No iGaming brand had sponsored UEFA’s flagship men’s national team competition before Betano partnered with Euro 2024 in Germany. A three-season deal covering the Europa League and Conference League followed, running from 2024-25 through 2026-27, with Betano used across most markets and sister brand Stoiximan activated in Greece and Cyprus.
Theodoridis described the new deal as a continuation of a partnership that had already spanned Euro 2024 and UEFA’s two club competitions, while Daskalakis said Euro 2028 lets Kaizen and Betano carry on the work they started four years ago. Tuesday’s announcement gave no details on specific marketing rights, activations, or the agreement’s value.
FIFA has been just as willing to work with Betano, which was an official regional supporter of the 2022 World Cup in Europe, partnered with the 2025 Club World Cup, and became an official tournament supporter of the 2026 World Cup for Europe and South America. FIFA said in May that the 2026 deal was its third with the operator, and the Euro agreement now adds another major international tournament to that list.
Club deals fill out the rest of the portfolio, with Betano partnered with Aston Villa, Tottenham Hotspur, Bayern Munich, Sporting CP, FC Porto, Benfica, and River Plate among others. Kaizen renewed its Aston Villa partnership through the 2028-29 season in July, and its three-year Tottenham agreement switches from a training-wear partnership to a Europe and Latin America betting partnership after the 2026-27 season.
Kaizen started out in Greece in 2012 under the Stoiximan name, created the Betano brand in 2018 to lead its expansion outside Greek-speaking markets, and took on the Kaizen Gaming name in 2020. It now employs more than 3,000 people and runs Betano across Europe, the Americas, and Africa, with its February launch in Ghana marking its 20th regulated market.
One of its biggest markets is going the other way, though. Brazil banned fixed-odds betting on Sept. 25, and Betano suspended deposits, new bets, and registrations in the country shortly afterward, asking customers to withdraw their balances by Oct. 5. Betano also notified Flamengo, whose sponsorship deal is worth R$220 million a year in guaranteed payments, that the agreement could be suspended or terminated under the new rules.
England, the Republic of Ireland, Scotland, and Wales are co-hosting Euro 2028, with 51 matches spread across nine stadiums in eight cities. Cardiff’s National Stadium of Wales stages the opening game on June 9, Wembley takes both semifinals and the final on July 9, and around three million tickets are expected to go to supporters and the general public.
Adidas, Alibaba, Atos, Booking.com, Carlsberg, Coca-Cola, Hisense, Lidl, and Visit Qatar are already part of the Euro 2028 sponsorship programme that Betano now joins. UEFA has signed national partnerships for the tournament as well, including a deal making BT its official telecommunications partner in the United Kingdom and Ireland.