UEFA: agreement extended with Betano (sports betting), which becomes 10^th global sponsor of Euro 2028

Betano, a sports betting operator owned by Greek group Kaizen Gaming, has extended its agreement with UEFA to become an official partner of Euro 2028, the governing body announced on 7 October 2026.

The bookmaker became the first company in the sports betting sector to become a global sponsor of a European Championship for the 2024 edition of the competition. Betano subsequently extended its partnership with UEFA to become a sponsor of the Europa League and Conference League for the 2024-2027 rights cycle (three seasons), succeeding bookmaker bwin (Entain plc), which was engaged for the 2021-2024 period. Another bookmaker is also a global sponsor of the Champions League for the 2024-2027 cycle: British online gambling operator bet365.

Betano is the 10^th brand to sign up as a global sponsor of Euro 2028, the highest level in the competition’s sponsorship hierarchy (ahead of domestic partners). Booking.com, the Dutch hotel booking platform, and Hisense, the Chinese electronics manufacturer, also extended their partnerships with UEFA for Euro 2028 in September 2026.