Betano Named as Betting Partner for UEFA EURO 2024

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Betano, the brand of Kaizen Gaming, has announced the partnership with UEFA to be an Official Global sponsor of the UEFA EURO 2024 competition next year. This follows Betano’s role as a betting partner in the FIFA World Cup held in Qatar in 2022.

EURO 2024 will be held next year and the competition will take place in Germany. The tournament will be held between June 14th to July 14th, 2024, with games taking place within 10 cities located throughout the country. The draw for the upcoming competition will be held over the next few days

Betano is one of the largest sports betting and gaming platforms globally and under the terms of the agreement the gaming operator will be the Exclusive Betting Partner at the tournament, which will bring the brand to a vast customer audience.

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.

Guy-Laurent EpsteinDirector of Marketing at UEFA

Betting Company Association with Football

The choice of a betting company as an official partner of a top-flight football competition may be seen as controversial by some parties within the game. There is a growing amount of people who believe the link between sponsorship between gaming operators and football leads to the normalization of gambling by young people.

Following pressure from supporter groups and other stakeholders in the gaming industry the English Premier League (EPL) has decided to phase out shirt sponsorship of football teams and the clubs themselves have decided to end this type of sponsorship by the 25/26 season.

Some people within the industry have been critical of the association between gambling operators and many football clubs, especially when some players have fallen foul of the strict no-gambling policies within the sport. One of these is Ivan Toney, the England and Brentford player, who is currently serving an 8-month ban for breaching betting rules.

We are thrilled to be partnering with UEFA for the upcoming EURO 2024 tournament. 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.

George DaskalakisFounder and CEO of Kaizen Gaming