Betano has become the first sports betting firm to secure a partnership with soccer’s UEFA European Championship national teams tournament ahead of the 2024 edition in Germany.

Under the deal, Betano becomes the competition's first-ever betting partner, while parent company Kaizen Gaming will serve as the official global sponsor of the tournament, which is set to take place across 10 host cities in Germany from June 14 to July 14.

George Daskalakis, Kaizen Gaming’s founder and chief executive, said: “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.”

The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship and licensing rights for UEFA's men's national team competitions.

The deal comes after Betano struck a last-minute deal with global soccer’s governing body FIFA ahead of the World Cup in Qatar last year.

The deal saw Betano become a regional supporter for FIFA in Europe – the governing body’s third-tier sponsorship category.

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The brand is also the title sponsor of Brazilian soccer’s Copa do Brasil knockout competition as part of a three-year deal with agency Brax, the commercial rightsholder of the competition.

Guy-Laurent Epstein, director of marketing at UEFA, said: “Betano is a leading digital sports betting operator, with a focus on cutting-edge technology and responsible gaming. We believe that its industry expertise and affinity to football makes it a great fit for the tournament.”

Earlier this month, UEFA signed up as an official global sponsor of Euro 2024, joining adidas, Alipay, Atos, Coca-Cola, Engelbert Strauss, Hisense, Lidl, and Vivo.

UEFA has also signed up five national sponsors for Euro 2024 – Wiesenhof, Bitburger, Deutsche TelekomDeutsche Bahn, and Ergo.