UEFA agree Euro 2024 bookmaker deal with Betano

November 30 – Following in the footsteps of FIFA, UEFA has teamed up with Betano, who will become the European confederation’s betting partner for Euro 2024. 

In a statement, the director of marketing at UEFA Guy-Laurent Epstein said: “Betano is a leading digital sports betting operator, with a focus on cutting-edge technology and responsible gaming. We believe that their industry expertise and affinity to football make them a great fit for the tournament.”

The terms of the deal were not disclosed.

It’s the first time that UEFA has signed up a betting partner for its flagship national teams competition, following a larger trend in the game where betting partnerships are proliferating despite some European national markets – like Italy, Spain and England – cracking down on betting company shirt sponsorships and marketing around football.

World federation FIFA partnered with Betano as a regional partner in Europe and South America during the 2022 World Cup and the betting operator will also be the official betting partner for the 2023 World Cup in Saudi Arabia.

FIFA’s statutes have previously prevented it from having gambling partners.

In a statement, founder and CEO of Kaizen Gaming George Daskalakis 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. We are very excited to be part of this football celebration and are looking forward to enhancing the overall fan experience by delivering unparalleled entertainment through responsible gaming during this highly anticipated European Championship.”

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