Kaizen Gaming-owned Betano has signed a three-year agreement to become the official sponsor of Uefa’s Europa League and Europa Conference League football competitions.
Kaizen’s Betano brand will sponsor the two Uefa competitions until the end of the 2026-27 season. Meanwhile, Kaizen’s Stoiximan brand will be the sponsor of the Europa League and Europa Conference League in Greece and Cyprus, the two countries in which it operates.
The move follows Betano’s sponsorship of Uefa’s Euro 2024 tournament over the summer as the competition’s first ever betting partner.
The new deal was signed in Monaco ahead of the draws for the two competitions, with the Europa League and Europa Conference League set to get under way on 25 September and 3 October respectively.
Kaizen Gaming deputy CEO Aris Dimarakis said he is excited to continue working with Uefa after the success of its Euro 2024 sponsorship.
“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,” Dimarakis said.
“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, marketing director of Uefa, added: “After witnessing the impressive scale at which they activated their Uefa Euro 2024 sponsorship with us this summer, we eagerly anticipate how Betano will capture the passion of European club football to deliver even more excitement for the fans.”
Betano continues prolific sponsorship strategy
Betano’s sponsorship of the Europa League and Conference League forms part of the company’s plans to align itself with major sporting events and teams around the globe.
In addition to its work with Euro 2024, Betano sponsored the Copa América in South America.
It’s also the official sponsor of the top-flight divisions in both Brazil and Argentina. A recent survey by ENV Media stated Betano was the most recognisable betting brand in Brazil after it became the first operator to apply for a sports betting licence ahead of the anticipated legal market launch date on 1 January 2025.
Additionally, to support its UK launch through BVGroup, Betano was announced as the principal partner of Premier League side Aston Villa.
Bet365 named betting partner of Champions League
Betano’s sponsorship expansion with Uefa comes after Bet365 was announced as the first ever official sports betting partner of the Champions League, Uefa’s primary club competition.
Bet365 will cover the Champions League for the next three years, with the operator working alongside Uefa on a number of activations as part of the deal.
Bet365 will be visible on pitchside LEDs, media backdrops and official digital channels. Uefa and Bet365 will also run a joint giveaway with the prize of free tickets to matches.
