Betano, the sports betting brand owned by Kaizen Gaming, has extended its partnership with European soccer’s governing body UEFA to become a sponsor of the 2028 European Championship.
The agreement continues a partnership that began at Euro 2024, when Betano became the first official betting partner to sponsor UEFA’s flagship men’s national team competition.
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The collaboration has since expanded to include the UEFA Europa League and Conference League club competitions, for which Betano has been the official global sponsor since the 2024-25 season.
UEFA has announced several partners for Euro 2028 in recent months, including online travel booking platform Booking.com and BT Group, the heavyweight UK telecoms firm.
Theodore Theodoridis, UEFA general secretary, said: “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.”
Euro 2028 will take place across eight host cities and nine stadiums in England, Wales, Scotland, and Ireland from June 9 to July 9, 2028.
Betano was also a sponsor of the 2026 FIFA World Cup in North America. The betting firm was named as FIFA’s first-ever betting partner in 2022 ahead of that year’s World Cup and enhanced its ties with the global governing body with its support of last year’s FIFA Club World Cup in the South American market.
The brand has become a prominent sponsor in soccer in recent years, particularly in South America. In Argentina, it served as the title sponsor of the top-flight ‘Torneo Betano’ across the 2024 season and has been the shirt sponsor of giants River Plate since May 2025.
Betano also sponsored the 2024 Copa America and 2025 Copa America Femenina tournaments as part of a multi-year agreement with the Conmebol governing body that will run through 2028.
Elsewhere on the continent, the betting firm is the title sponsor of the Brazilian top-flight Serie A, and in August 2025 became the shirt sponsor of Brazilian giants Flamengo, which the club claimed at the time was the largest partnership agreement in Brazilian soccer.
The firm has been on a similar sponsorship push in the European market, particularly in Portugal, where it is the title sponsor of the annual Supertaça Cândido de Oliveira super cup competition, and a prominent partner of the country’s three major soccer clubs: Porto (renewed in July), Sporting (both front of shirt), and Benfica (shirt sleeve).
Across Europe in 2025, Betano also struck a partnership with German heavyweights Bayern Munich in early July, followed by a league-wide deal with Denmark’s top-flight Superliga.
In terms of recent activity, Betano shifted to become the sleeve sponsor of Aston Villa after serving as the English Premier League club’s shirt sponsor since 2024.
