Betano, the online sports betting and gaming brand of Kaizen Gaming, has been confirmed as an Official Sponsor of UEFA EURO 2028. The announcement was made at a signing ceremony held at the Kaizen Campus in Athens, attended by senior representatives from both UEFA and Kaizen Gaming.
Partnership Extends UEFA Relationship
This agreement marks a continuation of the partnership between Kaizen Gaming and UEFA. Betano previously became the first iGaming brand to sponsor UEFA's flagship men's national team competition at UEFA EURO 2024. Since then, the collaboration has grown to include sponsorship of the UEFA Europa League and UEFA Conference League from the 2024/25 season.
Tournament Details
UEFA EURO 2028 is scheduled to take place from 9 June to 9 July 2028 in the United Kingdom and Ireland. While the financial terms of the sponsorship were not disclosed, the deal positions Betano prominently in one of the world's most watched football tournaments.
Significance for the Industry
For operators and affiliates, Betano's ongoing partnership with UEFA underscores the growing integration of iGaming brands into mainstream sports sponsorships. Such high-profile collaborations can enhance brand visibility and credibility, potentially leading to increased customer engagement. For regulators and suppliers, the deal highlights the importance of compliance and responsible marketing in major sporting events, as partnerships between gambling brands and sports bodies attract public and regulatory scrutiny.
Key takeaways
- Betano is confirmed as an Official Sponsor of UEFA EURO 2028.
- The partnership continues Betano's expanding relationship with UEFA.
- UEFA EURO 2028 will be hosted in the UK and Ireland from June to July 2028.
- The deal highlights the growing presence of iGaming brands in major sports sponsorships.