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.