Betting brand Betano is keeping its hand on the throttle of an already extensive sports marketing strategy by adding another tournament to its roster.
The firm, part of the Greek multinational gambling group Kaizen Gaming, has secured a partnership with the UEFA Europa League and Conference League.
This continues an association between the group and UEFA, Europe’s football governing body, already strengthened this year when Betano became the first ever betting partner of the European Championship.
Founder and CEO of Kaizen Gaming, George Daskalakis, announced the extension of the group’s partnership with UEFA to include two of its international club competitions via a LinkedIn post this morning.
“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,” the CEO’s post read.
“Pictures speak louder than words and as you can see from the photos from Monaco, our team is very proud that Betano will be the official global sponsor of the UEFA Europa League and the UEFA Conference League for the next three seasons.
“Europa League sees several of Europe’s elite clubs contending every year, while Conference League sparks spectacular interest by offering more clubs across the continent the chance to dream of European glory.”
A separate UEFA statement revealed that pen was to paper on the deal in Monaco ahead of today’s UEFA club competition draws. The agreement will last from the 2024/25 season until the 2026/27 season, and will include a charitable collaboration between the Kaizen Foundation and the UEFA Foundation for Children.
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.”
The Europa League and Europa Conference League are the respective second and third tiers of UEFA’s international club competition system. The tournaments sit below the UEFA Champions League, the association’s premier tournament, which recently named another betting operator, bet365, as a partner.
As stated above, Betano’s deal with the league continues a longstanding association with UEFA, whilst also stepping up the company’s sports sponsorship and marketing activities.
As well as becoming the first ever betting partner of the UEFA Euro 2024, the company also became the first betting partner of a FIFA World Cup, sponsoring the 2022 event.
Its reach also extends to clubs, signing a deal this year with Premier League club Aston Villa, which is competing in the Champions League this season, and recently extending a long-running deal with Portugal’s SL Benfica.
“We are very excited to see Betano teaming up with UEFA once again, this time at the dawn of a new era for European club football which promises to be the most exciting and action-packed yet, thanks to the new tournaments format,” Daskalakis’s LinkedIn post concluded.
