Betano hosted an igaming-linked promotional event in Sofia, Bulgaria, showcasing the UEFA Europa League and UEFA Conference League trophies as part of its ongoing sponsorship agreement with UEFA.
The event, held in front of the National Palace of Culture, attracted more than 1,000 attendees and forms part of Betano’s three-year partnership as an official global sponsor of the two UEFA competitions. The activation represents a continuation of similar activity conducted in Bulgaria in the previous year, reflecting the operator’s broader igaming marketing strategy tied to major sporting properties.
Former professional footballer Nemanja Vidić attended the event as a UEFA ambassador, participating in media engagements and fan-facing activities. Attendees were given the opportunity to view the trophies, take photographs and participate in football-related activations, including promotional giveaways linked to the upcoming UEFA Europa League final.
The initiative highlights the role of sponsorship and experiential marketing within igaming, where operators increasingly align brand visibility with high-profile sporting events to engage audiences. Such activations are commonly used to strengthen brand recognition in regulated markets while leveraging established football competitions with broad international appeal.
The UEFA Europa League, established in 1971, and the UEFA Conference League, introduced in the 2021/22 season, continue to attract significant global audiences. Betano’s involvement in both competitions reflects a wider trend in igaming, where operators invest in long-term sponsorship agreements to support market positioning and customer acquisition strategies.
Tsvetin Yordanov, Country Manager of Kaizen Gaming for Bulgaria, shared: “I am extremely pleased that thanks to the partnership between Betano and UEFA, for the second consecutive year we have managed to present in Bulgaria the trophies of two of the biggest European club tournaments. I would like to especially thank Nemanja Vidić for accepting our invitation to be the ambassador of our event. I would also like to thank my team and all our partners, whose support made this day possible.”
