Betano Signs Three-Year Sponsorship Agreement with UEFA
Betano, owned by Kaizen Gaming, has entered into a three-year agreement to become the official sponsor of UEFA’s Europa League and Europa Conference League football competitions.
Betano becomes official sponsor of two major UEFA tournaments.
LISTEN TO THIS ARTICLE:Under the terms of the deal, Betano will sponsor the tournaments until the conclusion of the 2026-27 season. At the same time, in Greece and Cyprus, Kaizen’s Stoiximan brand will be the sponsor of the Europa League and Europa Conference League, the two markets where it operates.
This sponsorship deal comes after Betano sponsored UEFA’s Euro 2024 tournament and in doing so, because its first betting partner.
The agreement was finalized in Monaco ahead of the group stage draws for the two competitions, which are scheduled to commence on 25 September and 3 October, respectively.
Deal Welcomed Following Successful Euro Partnership
Aris Dimarakis, Kaizen Gaming's deputy CEO, has enthusiastically welcomed the deal and expressed his pride in the partnership.
During UEFA Euro 2024, we formed an impeccable partnership with UEFA, elevating the experience of millions of fans across the globe who enjoyed the excitement of watching one of the world’s most prestigious sports events. As Kaizen Gaming continues to grow, delivering one-of-a-kind entertainment through responsible gaming, this partnership with one of the world’s most respected sports organisations is a testament to our progress and our team’s continued hard work.
Guy-Laurent Epstein, UEFA’s marketing director, also welcomed the partnership and said that they are looking forward to seeing it “capture the passion of European club football to deliver even more excitement for the fans.”
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Betano's Sponsorship Strategy
Betano’s sponsorship of the Europa League and Conference League is part of its broader strategy to associate with key sporting events and teams globally.
In addition to Euro 2024, Betano also sponsored the Copa América in South America. Moreover, it is the official sponsor for the top football leagues in both Brazil and Argentina. A recent study by ENV Media found Betano to be the most recognizable betting brand in Brazil, particularly after becoming the first operator to apply for a sports betting license ahead of the country's expected legal market launch on 1 January 2025.
To support its entry into the UK market through BVGroup, Betano has also been named the principal partner of Premier League club Aston Villa.
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