August 29 – Kaizen Gaming has deepened its relationship with UEFA, agreeing a three-year sponsorship for its Betano online bookmaker brand for the Europa League and UEFA Conference League.
Kaizen Gaming brand Stoiximan, which operated in Greece and Cyprus, will be a sponsor of the two club competitions in those countries.
The sponsorship was announced ahead of the reformatted club competition draws that take place in Monaco later today. The draw will see the Europa League expanded to a 36-team competition that will open with a League Phase rather than a group stage, similar to the reformatted Champions League draw that was held yesterday.
The deal with Kaizen Gaming follows on from Betano becoming UEFA’s first-ever European Championship betting partner for Euro 2024, and is for the 2024/25 to 2026/27 commerical cycle.
Aris Dimarakis (pictured right), 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.”
No activation has been announced for the new partnership beyond advertising presence. For Euro 2024 the Kaizen Foundation and the UEFA Foundation for Children joined forces in support the 10,000 Smiles project that saw 10,000 children from underprivileged backgrounds and with disabilities attend 40 matches across 10 stadia.
Guy-Laurent Epstein (pictured left), UEFA marketing Director, 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.”
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