UEFA names Betano new official sponsor of Europa League and Conference League

UEFA has announced gametech company Kaizen Gaming, along with its Betano brand, as the official global sponsor of the UEFA Europa League and UEFA Conference League starting from 2024/25 until the 2026/27 season. Stoiximan, the brand Kaizen Gaming operates in Greece and Cyprus, will be visible as the competition’s sponsors in those countries.

UEFA states that the new agreement, which was officially signed in Monaco ahead of the UEFA men’s club competition draws, builds on the "successful sponsorship program" that made Betano the first-ever betting partner of UEFA Euro 2024.

As part of that partnership, the Kaizen Foundation and the UEFA Foundation for Children joined forces in support of the 10,000 Smiles project that in total meant 10,000 children from underprivileged backgrounds and with disabilities attended 40 matches across ten stadiums during UEFA EURO 2024.

The new 36-team UEFA Europa League league phase kicks off with Matchday 1 on 25 September while the UEFA Conference League, which also now includes 36 clubs, gets underway on 3 October.

Guy-Laurent Epstein, UEFA Marketing Director, added: “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 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.”

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. 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 organizations is a testament to our progress and our team’s continued hard work.”

Betano’s sponsorship of the Europa League and Conference League aligns with the company’s moves to partner with major sporting events and teams around the world. Apart from its work in Euro 2024, Betano sponsored the Copa América in South America and was announced as the official sponsor of the top-flight divisions in both Brazil and Argentina. Additionally, to support its UK launch through BVGroup, Betano was announced as the principal partner of Premier League side Aston Villa.