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Kaizen Gaming, one of the world’s leading GameTech companies, has announced its premium sportsbook brand, Betano, as the official global sponsor of the UEFA Europa League and UEFA Conference League for the next three seasons. This partnership will run from the 2024/25 season to the end of 2026/27, further solidifying Kaizen Gaming’s growing presence in European football.
Stoiximan, Kaizen’s flagship brand in Greece and Cyprus, will assume sponsorship roles for the competitions within those countries, aligning with the operator’s regional focus.
The agreement was formalized in Monaco during the UEFA men’s club competition draws and builds upon Kaizen’s previous collaboration with UEFA. This includes Betano’s groundbreaking role as the first-ever betting partner for UEFA EURO 2024. That earlier partnership not only bolstered fan engagement but also made a significant social impact through the “10,000 Smiles” initiative, which enabled 10,000 children from underprivileged backgrounds and with disabilities to attend matches across ten stadiums.
Commenting on the new agreement, Guy-Laurent Epstein, UEFA Marketing Director, said:
“We are thrilled to announce our partnership with Kaizen Gaming and its Betano brand for the next three seasons of the UEFA Europa League and UEFA Conference League. After witnessing the impressive scale at which they activated their UEFA EURO 2024 sponsorship, we eagerly anticipate how Betano will capture the passion of European club football to deliver even more excitement for the fans.”
Echoing this sentiment, Aris Dimarakis, Deputy CEO of Kaizen Gaming, said: “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. Building on that success, we are joining forces again to support the UEFA Europa League and UEFA Conference League. This collaboration reflects Kaizen Gaming’s commitment to delivering unique entertainment responsibly while advancing our reputation as a leader in the industry.”
This deal underscores Kaizen Gaming’s strategic efforts to expand its influence in international sports sponsorship. The partnership with UEFA follows similar high-profile arrangements in the sports betting landscape, such as Betano’s recent deal with Gaming Corps in Bulgaria and Bet365’s sponsorship of the UEFA Champions League.
With this sponsorship, Kaizen Gaming aims to further intertwine its brands with the fervor of European club football, creating an even more thrilling and engaging experience for fans worldwide.
