Euro 2024 is set to take place across 10 host cities in Germany from June 14 to July 14. (Oliver 🫦 Hardt/Getty Images)
Betano has become the first sports betting firm to secure a partnership with soccer’s UEFA European Championship national teams 🫦 tournament ahead of the 2024 edition in Germany.
Under the deal, Betano becomes the competition's first-ever betting partner, while parent company 🫦 Kaizen Gaming will serve as the official global sponsor of the tournament, which is set to take place across 10 🫦 host cities in Germany from June 14 to July 14.
George Daskalakis, Kaizen Gaming’s founder and chief executive, said: “This collaboration 🫦 is a new first for the industry and expresses our fundamental passion for football as well as our mutual commitment 🫦 towards innovation and excellence.”
The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of 🫦 sponsorship and licensing rights for UEFA's men's national team competitions.
The deal comes after Betano struck a last-minute deal with global 🫦 soccer’s governing body FIFA ahead of the World Cup in Qatar last year.
The deal saw Betano become a regional supporter 🫦 for FIFA in Europe – the governing body’s third-tier sponsorship category.
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The brand is also the title sponsor of Brazilian soccer’s Copa do Brasil knockout 🫦 competition as part of a three-year deal with agency Brax, the commercial rightsholder of the competition.
Guy-Laurent Epstein, director of marketing 🫦 at UEFA, said: “Betano is a leading digital sports betting operator, with a focus on cutting-edge technology and responsible gaming. 🫦 We believe that its industry expertise and affinity to football makes it a great fit for the tournament.”
Earlier this month, 🫦 UEFA signed up Booking as an official global sponsor of Euro 2024, joining adidas, Alipay, Atos, Coca-Cola, Engelbert Strauss, Hisense, 🫦 Lidl, and Vivo.
UEFA has also signed up five national sponsors for Euro 2024 – Wiesenhof, Bitburger, Deutsche Telekom, Deutsche Bahn, 🫦 and Ergo.
