Betano Returns for EURO 2028 as UEFA Club Deals Near End

The new agreement was signed at Kaizen Campus in Athens. UEFA General Secretary Theodoros Theodoridis attended alongside Kaizen Gaming co-founder and CEO George Daskalakis, with senior commercial representatives from both organisations also present. Neither party disclosed the sponsorship fee.

Betano Returns to the Tournament It First Sponsored in 2024

Betano became the first official betting partner of the men’s European Championship at EURO 2024 in Germany. The agreement led to further cooperation with UEFA, including sponsorship of its second- and third-tier men’s club competitions.

Kaizen Gaming has held global sponsorship rights for the Europa League and Conference League since the 2024/25 season. The company also operates Stoiximan, which appears as a sponsor of those competitions in Greece and Cyprus.

EURO 2028 gives Betano another national-team tournament under the UEFA partnership. This time, the competition will be held across England, Scotland, Wales and the Republic of Ireland rather than Germany.

Club Sponsorships Have a Different Deadline

There is a distinction between the contracts. Betano’s Europa League and Conference League deal was signed for three seasons, ending with 2026/27. That timetable has not changed in the latest announcement.

The EURO 2028 deal therefore gives Betano a confirmed place at a major UEFA tournament beyond its currently announced club sponsorship period. It doesn’t establish what happens to the Europa League or Conference League arrangements after next summer.

Tottenham Stadium Creates an Interesting Overlap

EURO 2028 runs from June 9 to July 9, 2028, with 51 matches across nine stadiums in eight cities. The opening game is scheduled for Cardiff, while Wembley will stage the final.

One venue has another connection to Betano. According to UEFA’s fixture schedule, Tottenham Hotspur Stadium will host four group matches and a round-of-16 fixture.

Betano already has a separate agreement with Tottenham Hotspur. As 15M reported in July, the bookmaker’s partnership starts with training-wear exposure in 2026/27, followed by a regional betting partnership covering Europe and Latin America from 2027/28.

What Betano Has Not Confirmed Yet

Betano’s two sponsorship agreements create a connection to Tottenham Hotspur Stadium during EURO 2028. They remain separate contracts, though, and neither announcement establishes any joint activation.

The new UEFA release also leaves the commercial details open. It confirms Betano’s sponsor status but gives no breakdown of advertising placements, country-specific rights or promotional activity planned for the tournament.