Sports betting operator Betano, owned by Kaizen Gaming, has reached a global sponsorship deal for the next edition of the UEFA European Football Championship in Germany. The deal sees Betano become the first betting company to reach a partnership with UEFA, following the brand’s success with the FIFA World Cup 2022 in Qatar.

UEFA EURO 2024 is scheduled to take place from June 14 to July 14, 2024, with plans to host the tournament across 10 cities throughout Germany.

George Daskalakis, Founder and CEO of Kaizen Gaming, expressed excitement about the partnership: “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,” he said.

Guy-Laurent Epstein, UEFA’s Marketing Director, also commented on the partnership: “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.”