Betano added to its growing list of partnerships by signing a three-year deal with UEFA to sponsor the Europa and Conference leagues. [Image: Shutterstock.com]

Betano will become the official sponsor of UEFA’s Europa League and Conference League competitions after signing a three-year deal.

The agreement, which was signed ahead of the Friday, August 30 draw for the tournaments, will see Kaizen Gaming-owned Betano sponsor the competitions through the 2026-27 season.

Betano became UEFA’s first official gambling partner when they sponsored the men’s European Championship this summer, and signed a two-year deal earlier this year as English Premier League team Aston Villa’s shirt sponsor.

we eagerly anticipate how Betano will capture the passion of European club football”

UEFA’s Marketing Director Guy-Laurent Epstein 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.”

Aris Dimarakis, Deputy CEO of Kaizen Gaming, added: “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.”

The move follows UEFA signing up Bet365 as the sponsor for their premier competition, the Champions League.

All three competitions will adopt a new format for the first time this season, which will see the traditional group stage replaced by a Swiss model, with each team playing eight games each to determine progression to the knockout stages.