UEFA Euro 2024: Betano (sports betting) first bookmaker to become a global sponsor of the Euros

Betano, a sports betting operator owned by the Greek group Kaizen Gaming, has become a global sponsor of Euro 2024 (in Germany from 14/06 to 14/07/2024), announced UEFA on 30/11/2023. The agreement was negotiated via the Swiss agency CAA Eleven.

As part of this agreement, Betano will benefit from the highest level in the competition's sponsorship hierarchy alongside nine other brands, including the Dutch hotel booking platform Booking.com, which extended its partnership on 17/11/2023. The bookmaker will have exclusive sports betting rights for the competition, and is the first brand to become a global sponsor of the European Championships.

Betano also became the first bookmaker to enter into a commercial partnership with FIFA on 21/11/2022, and announced itself as a 'regional supporter' (3^rd level) in Europe of the 2022 World Cup in Qatar.

• CAA Eleven Sector: agency which markets the broadcasting, marketing and licensing rights of the national team competitions organised by UEFA (Union of European Football Associations), until 2022 Founded… manages the centralised marketing of…