Betano Stays on the Field: Official Sponsor Confirmed for UEFA EURO 2028

The UEFA EURO 2028 is already making headlines in the commercial world long before the first whistle. Kaizen Gaming and UEFA are continuing their successful collaboration, which previously gained significant attention during EURO 2024 in Germany. Betano will once again act as a global sponsor for the prestigious tournament. This decision highlights the trend of established sports betting providers becoming an integral part of the financial structure of international elite football.

The signing ceremony took place at the Kaizen Campus in Athens. High-ranking representatives from both sides, including UEFA General Secretary Theodoros Theodoridis and George Daskalakis, Co-Founder and CEO of Kaizen Gaming, formalized the agreement. The extension is not surprising, as Betano has held comprehensive sponsorship rights for the UEFA Europa League and the UEFA Conference League since the 2024/2025 season. This strengthens the brand's position as one of the most prominent partners in European football.

Numbers and facts

UEFA EURO 2028 will be the 18th edition of this competition. The tournament is scheduled to take place from 9 June to 9 July 2028. The host locations include nine stadiums in eight cities across the United Kingdom and Ireland. For Kaizen Gaming, this deal is a logical step in its expansion strategy. The company was already the first pure iGaming provider to serve as a sponsor for UEFA's flagship men's national team competition in 2024.

"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." - Theodoros Theodoridis, General Secretary at UEFA

Background

Betano's rise to becoming a global brand in football sponsorship has been rapid. Previously, the brand was active as a regional supporter for the 2022 FIFA World Cup in Qatar. By leaping onto the European stage as a global partner, Kaizen Gaming has reached a new level. George Daskalakis emphasized in Athens that EURO 2024 was merely the starting point of a deeper relationship. The goal now is to open the next chapter and engage fans through advanced platform features and a strong awareness of player protection.

"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." - George Daskalakis, Co-Founder and CEO at Kaizen Gaming

Why it matters for German players

For German football fans and betting enthusiasts, this deal primarily signifies consistency. Betano is a well-known name in Germany and holds an official license from the Joint Gambling Authority of the States (GGL). This means that German customers can bet with this provider under the strict requirements of the State Treaty on Gambling 2021 (GlüStV 2021). These include the cross-provider deposit limit of 1,000 euros per month as well as the connection to the LUGAS monitoring system and the OASIS blocking file. The stake limit of one euro per round for virtual slot games is also a central component of German regulation. While EURO 2028 takes place in the UK and Ireland, bettors in Germany can be sure that an official UEFA partner must meet the highest standards of player protection to avoid risking its license in the German market.

What it means for GGL-licensed casinos

The continuation of this partnership sends a clear signal to the regulated market. Major sports betting brands like Betano use mega-events as a stage to demonstrate their trustworthiness compared to illegal providers from overseas or Curacao. For casinos and betting providers on the GGL whitelist, EURO 2028 is a central marketing anchor. It shows that UEFA relies on partners who publicly commit to responsible gaming. This could increase pressure on providers without a German license, as the media presence of legal providers is massively strengthened by such official partnerships. Those on the whitelist benefit indirectly from the serious perception created by the association with UEFA.