Betano Becomes Official Sports Betting Sponsor of UEFA EURO 2024

The Kaizen Gaming brand was FIFA’s very first betting sponsor back in 2022, partnering for the FIFA World Cup in Qatar.

Nov 30, 2023 • 13:29 ET • 4 min read
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The Union of European Football Associations (UEFA) has announced Betano as their EURO 2024 sponsor. UEFA EURO 2024 will take place in 10 German host cities from June 14 to July 14.

Kaizen Gaming, a leading global game technology company and parent company of the Betano brand, will serve as the exclusive betting partner of the European Championship.

Guy-Laurent Epstein, UEFA Marketing Director said, “We are delighted to welcome Kaizen Gaming and its brand Betano as an official partner of the UEFA EURO 2024. Betano is a leading digital sports betting operator with a focus on cutting-edge technology and responsible gaming. We believe that their industry expertise and affinity to football make them a great fit for the tournament.

- Guy-Laurent Epstein, UEFA Marketing Director

Not the first alliance made

Betano was FIFA’s very first betting sponsor back in 2022, partnering for the FIFA World Cup in Qatar. Betano has also been affiliated with the Czech Republic’s FC Viktoria Plzeň, Brazil’s Fluminense, and Portugal’s FC Porto.

Kaizen Gaming continues to strengthen its ties with football, even as regulators look to restrict gambling-based advertising in the sport. For instance, starting after the 2025-26 season, the English Premier League (EPL) will no longer allow gambling sponsorships on the front of match day jerseys. The move was made to pacify UK regulators from potentially imposing stronger restrictions. Spain and Italy’s top club leagues already prohibit gambling ads on kits.

In the United States, where legalized sports betting is still relatively new, regulators and industry associations have focused most of their attention on restricting advertising deals between gambling companies and college sports programs.

The prevailing regulatory winds, however, haven’t deterred Kaizen Gaming. The Greek-based company appears committed to strengthening its ties to the sport and its fans.

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