Brazilian betting firm Betano has announced an agreement with South American soccer governing body Conmebol to partner with the next two editions of its quadrennial Copa America international tournament.

Betano will, through this deal, act as a partner of both the 2024 and 2028 editions of that national teams tournament, with this year's Copa America taking place across the US from June 20 to July 14.

The agreement then also runs through the 2028 edition of the tournament.

Users of Betano, which operates across South America in Chile, Peru, and Ecuador, will be able to place bets on a number of markets around this year's 16-team tournament, and activations will be carried out around the event as well.

George Daskalis, chief executive of Betano's parent company Kaizen Gaming, called Conmebol the “most respected” body in South American soccer, and stated: “This partnership does not only show our passion for the sport and the region but also highlights our dedication to delivering innovation and excellence within the industry.”

Conmebol president Alejandro Dominguez added: “We are thrilled to welcome Kaizen Gaming and its brand Betano as an official partner of Conmebol. Their commitment to football and gaming innovation aligns seamlessly with our vision for the future of the sport in Latin America. Together, we are planning to deliver extraordinary experiences to football fans across the continent.”

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By GlobalData

The announcement comes off the back of Kaizen being announced as an official global sponsor of European soccer governing body UEFA’s upcoming 2024 European Championships.

It also follows Betano’s last-minute deal in 2022 to be the official betting sponsor of soccer’s 2022 FIFA World Cup.

That Betano secured the partnership with soccer’s biggest tournament, and followed it up with subsequent partnerships with two of the sport's largest continental competitions, shows how entrenched the betting firm has become in the global soccer landscape.

Betano is the first betting partner ever of both the FIFA World Cup and UEFA European Championships and in addition sponsors Brazil’s Copa do Brasil competition, as well as several club teams.

Betano’s involvement in the 2024 Copa America, which will take place in the US due to an agreement between Conmebol and its North American counterpart, could be a milestone for sports betting’s involvement in soccer across the Americas.

Only in recent years – since a Supreme Court decision in 2018 – has sports betting in general been legalized across the US, and US sports teams of all codes have sought to capitalize on this by partnering with betting organizations as legal barriers dissipate.

With the participation of the US men’s national soccer team, and potentially the Canadian team too, in the Copa America, the competition may play a key role in strengthening the relationship between betting firms and North American soccer.