Betano unveiled as global sponsor of UEFA Europa League and UEFA Conference League

Betano has been named the official global sponsor of both the UEFA Europa League and Conference League for the next three seasons.

The deal will start with the current campaign and will run until the 2026-27 season as the Kaizen Gaming brand continues to flex its marketing muscles.

Stoiximan, another Kaizen brand, will appear as the competitions’ sponsors in Greece and Cyprus.

The Europa League and Conference League are European football’s second- and third-tier continental cup competitions behind the UEFA Champions League.

Betano will replace Entain brand bwin as the sports betting partner for the tournaments after the operator’s initial three-year deal with UEFA came to an end this summer.

Last November, Betano was unveiled as the first-ever betting partner of UEFA Euro 2024 and the operator was also an official partner for the 2022 FIFA World Cup and this year’s Copa América.

Over the course of Euro 2024, the Kaizen Foundation joined forces with the UEFA Foundation for Children in support of its ‘10,000 Smiles’ project to ensure 10,000 children from underprivileged backgrounds were able to attend 40 fixtures.

George Daskalakis, Kaizen Gaming co-founder and CEO, took to LinkedIn to confirm the news of the new partnership.

He wrote: “Are you ready for ‘Orange Thursdays’? At Kaizen Gaming we called this past summer the ‘Orange Summer’ due to dressing the two biggest international football tournaments of the year, Euro 2024 and the Copa América 2024, in Betano’s iconic orange.

“Today, with the new club football season already underway in Europe and Betano present in almost every big domestic league, we are thrilled to announce our first European Cups football partnership with UEFA.”

Aris Dimarakis, deputy CEO of Kaizen Gaming, added: “During 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 organisations is a testament to our progress and our team’s continued hard work.”

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 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’s sponsorship push has also seen it put pen to paper on a two-year, front-of-shirt deal with Aston Villa.