Betano Signs Euro 2028 Sponsorship Deal Despite UK Gambling Ad Restrictions

In the midst of the Cole Palmer Euro 2028 drama that’s occurred over the last 24 hours, a somewhat smaller, but not necessarily less significant drama has been unfolding. Betano has been announced as an official Euro 2028 sponsor.

With the tournament hosted in the UK and Ireland, this sponsorship deal will allow Betano an advertising space that’s heavily restricted for other gambling operators.

The agreement was confirmed on Wednesday (7 October). This timing feels significant, being less than two months into the first Premier League season without front of shirt gambling sponsors.

Whilst the two sponsorship arrangements are governed by different rules, the announcement highlights an interesting contrast in UK football. Domestic competitions are taking steps to reduce gambling advertising. But, one of the biggest international tournaments is continuing to embrace betting operators.

Betano Returns as Official Euro 2028 Sponsor

Betano, owned by Kaizen Gaming, will sponsor the European Championship for the second consecutive tournament.

At Euro 2024, Betano became the tournament's first-ever official betting partner. The partnership has since expanded, with Betano becoming an official global sponsor of both the UEFA Europa League and UEFA Conference League from the 2024/25 season.

UEFA General Secretary Theodore Theodoridis welcomed the continuation of the partnership, He said it reaffirmed the organisation's commitment to developing football and improving the matchday experience.

Kaizen Gaming CEO George Daskalakis described returning to the European Championship as an opportunity to build on the relationship established in 2024.

Why Is Gambling Sponsorship Allowed at Euro 2028?

Betano’s announcement comes during a period of significant change for gambling sponsorship in UK football.

At the beginning of the 2026/27 season, the Premier League introduced its voluntary ban. This encompasses all gambling companies, preventing them from appearing on the front of clubs' matchday shirts.

However, that restriction applies specifically to the front of Premier League shirts. It does not amount to a blanket ban on gambling sponsorship in football.

Betting companies can still sponsor other competitions, advertise through permitted channels, enter commercial partnerships, and sponsor training kits. The only proviso is that they comply with the relevant regulations.

Euro 2028 is a UEFA competition rather than a Premier League one. This means the domestic league's shirt sponsorship policy does not apply.

The distinction means that while Premier League clubs have removed betting logos from one of their most prominent advertising positions, gambling companies can continue to secure exposure through major international competitions.

UK Government Considering Further Sponsorship Restrictions

Currently, the UK government is considering tightening the rules around gambling sponsorship even further.

In July, the Department for Culture, Media and Sport launched a consultation on proposals to ban sponsorship and advertising by gambling operators that do not hold a UK Gambling Commission licence.

The proposed restrictions would cover areas including football shirts, pitchside advertising, stadium infrastructure, and tournament sponsorship. However, the proposals are aimed at unlicensed gambling operators, rather than all betting companies.

Betano operates legally in Great Britain through BV Gaming Limited, which holds a Gambling Commission licence under account number 39576. Consequently, the proposed ban would not prevent the operator from advertising at Euro 2028.

The government has suggested August 2027 as its preferred implementation date, although the proposals have not yet become law.

What Does the Deal Mean for Gambling Advertising in Football?

Betano's return to the European Championship demonstrates that major international football tournaments remain attractive commercial opportunities for gambling operators.

For Kaizen Gaming, the agreement provides another opportunity to promote its brand through one of Europe's most-watched sporting competitions.

The Betano agreement does not undermine or breach the Premier League's policy. Instead, it demonstrates the limits of that policy, as well as the differences between domestic and international sponsorship arrangements.

With Euro 2028 set to bring international football to stadiums across the UK and Ireland, the visibility of gambling brands is likely to remain firmly part of the sponsorship debate.