Betano Commit To Aggressive Sponsorship Strategy With Fresh UEFA Deal

Betano will continue to work closely with UEFA after being named as an official sponsor for Euro 2028. The Kaizen Gaming-owned online sports betting brand has a long-standing partnership with European football’s governing body, having previously acted as a sponsor for the 2024 iteration of the tournament.

But the fresh arrangement, which was announced this week in Athens and agreed well in advance of the tournament, represents another seminal moment for both parties. And it adds to the growing portfolio of high-profile sponsorship deals secured by Betano.

Doubling down on sponsorship strategy

Betano has taken significant steps to increase its visibility outside of Europe. It acted as a sponsor for the 2024 Copa America, South America’s leading international football competition, and it was an official tournament sponsor for the 2026 World Cup.

Before that, Betano sponsored the 2022 World Cup, becoming the first sports betting operator to partner with FIFA, serving as a regional supporter for Europe.

On the European front, Betano has been the official sponsor for the Europa League and the Champions League since the start of the 2024/5 season. However, that current arrangement will expire at the end of the current campaign.

George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, hailed the deal, remarking:

“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.”

Maintaining Premier League exposure

Betano has already established an active sponsorship presence, most notably through the Premier League. Over the summer, Betano penned a three-year extension with Aston Villa, but it was demoted to the sleeve of the jersey with top-flight English clubs voluntarily entering a ban prohibiting them from agreeing front-of-shirt sponsorship deals as of the start of the season.

Betano have been at Villa’s side since 2024, and they experienced the highs of last season where the Midlands outfit lifted the Europa League and qualified for the Champions League by virtue of a fourth-placed finish.

Separately, Betano teamed up with Tottenham for the start of the season. The three-year agreement will see Betano feature on the club’s training kit, LEDs, and big screens around the Tottenham Hotspur Stadium. That particular deal, which runs through until 2029, will then see Betano transition as the team’s official betting partner for Europe and Latin America.

Euro 2028 boost

Euro 2028, which will be co-hosted by the UK and Ireland, runs from June 9 to July 9, and Wembley Stadium will stage the Final. Although betting sponsorships are coming under increasing scrutiny in the UK, Betano remains resolute in trying to connect with the fans.

Giving his thoughts on the Betano agreement, Theodoros Theodoridis, General Secretary at UEFA, said:

“We are delighted to continue our successful partnership with Kaizen Gaming and welcome back Betano as an official sponsor of UEFA Euro 2028.

“Following our collaboration at UEFA Euro 2024 and across both 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.”