UEFA Partners with Betano as Official Betting Sponsor for UEFA Euro 2024

In a landmark move, the Union of European Football Associations (UEFA) has announced Betano, the online gambling brand owned by Kaizen Gaming, as the official betting sponsor for the upcoming UEFA Euro 2024 tournament. This partnership marks the first time UEFA has collaborated with a betting company for its European Championship, reflecting a significant shift in the organization's approach to sponsorships.

About Betano and Kaizen Gaming

Betano is a leading digital sports betting operator renowned for its innovative technology and commitment to responsible gaming. Owned by Kaizen Gaming, one of the largest GameTech companies globally, Betano has established a strong presence in various international markets.

Details of the Partnership

Under this agreement, Betano will serve as the exclusive betting partner for UEFA Euro 2024, which is scheduled to take place across 10 host cities in Germany from June 14 to July 14, 2024. This collaboration is expected to enhance the tournament's global appeal and provide fans with a comprehensive betting experience.

UEFA's Perspective

Guy-Laurent Epstein, UEFA's Director of Marketing, expressed enthusiasm about the partnership, stating, "We are delighted to welcome Kaizen Gaming and its brand Betano as an official partner of UEFA EURO 2024. 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."

Implications for the Betting Industry

This partnership signifies a notable development in the relationship between football governing bodies and the betting industry. While some stakeholders have expressed concerns about the increasing involvement of betting companies in sports sponsorships, UEFA's collaboration with Betano underscores the growing integration of betting services within major sporting events.

Conclusion

The alliance between UEFA and Betano for Euro 2024 represents a pioneering step in sports sponsorships, blending the worlds of football and digital sports betting. As the tournament approaches, this partnership is poised to offer fans an enriched and engaging experience, setting a precedent for future collaborations in the sports industry.

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