Betano confirmed as Euro 2028 sponsor for UK and Ireland tournament

Betano has been named an official sponsor of Euro 2028. This extends Kaizen Gaming’s (the parent company) partnership with UEFA ahead of the tournament in the United Kingdom and Republic of Ireland.

The agreement was announced in Athens on 7 October. It follows Betano’s sponsorship of Euro 2024 and adds another major international competition to its football portfolio.

The deal brings the betting brand’s sponsorship strategy directly into a home tournament in the UK and Ireland. This European Championship set to provide a prominent platform for its next phase of football marketing.

Building on the UEFA relationship

Kaizen Gaming co-founder and chief executive George Daskalakis described the agreement as a continuation of the relationship established at the previous European Championship.

“Returning to the competition for UEFA Euro 2028 is particularly meaningful for us.” – George Daskalakis

Daskalakis added that the tournament would allow the company to build on its existing work with UEFA and develop the partnership further.

UEFA general secretary Theodoros Theodoridis said the agreement followed their collaboration at Euro 2024 and across UEFA’s club competitions. He linked the renewed partnership to supporting football’s development and improving the matchday experience.

Betano has sponsored the UEFA Europa League and UEFA Conference League since the start of the 2024–25 season. Those agreements are scheduled to run until the end of the 2026–27 campaign.

The Euro 2028 announcement therefore adds a future international tournament to a relationship already spanning both national-team and club football.

A growing football sponsorship portfolio

The UEFA agreement is part of a wider push by Kaizen Gaming to associate Betano with major football events.

The brand secured Tournament Supporter status for the 2026 World Cup in Europe and South America. This followed its role as a regional supporter for Europe at the 2022 tournament. Betano also sponsored the 2024 Copa América.

These partnerships show the breadth of the company’s approach. They’re securing themselves visibility through tournaments that attract supporters across multiple markets.

Kaizen chief commercial officer Julio Iglesias Hernando has previously explained that sponsorship is intended to create opportunities to engage with football communities. It’s not simply about broadcast exposure.

He also identified confidence in a potential long-term relationship as a prerequisite for agreeing a partnership.

UK matters

Euro 2028 gives Betano a marketing platform tied directly to football audiences in the UK and Ireland. The agreement shows the wider industry that international football sponsorship is still important for brand-building strategies. With the Premier League’s ban on front-of-shirt sponsors, this is crucial.

The announcement confirms Betano’s sponsor status. Nothing has been disclosed about the financial value of the agreement or detail the specific promotional activities planned around the tournament.