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.