Despite the ongoing debate in the world of soccer about the role that gambling companies play in the sport, UEFA has decided to bring a sportsbook operator on board as a partner for Euro 2024. The governing body announced on Thursday that Betano is the first-ever European Championships gambling sponsor.

The Kaizen Gaming-owned brand will be a global sponsor in advance of the tournament in June and July which will take place across ten German cities. There financial terms of the deal were not disclosed. Betano was also FIFA’s first World Cup betting partner last year during the tournament in Qatar.

a great fit for the tournament”

Talking about the new agreement, UEFA Director of Marketing Guy-Laurent Epstein said that Betano’s “industry expertise and affinity to football make them a great fit for the tournament.”