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Betano has become the first sports betting firm to secure a partnership with soccer’s UEFA European Championship national teams tournament 1️⃣ ahead of the 2024 edition in Germany.

Under the deal, Betano becomes the competition's first-ever betting partner, while parent company Kaizen 1️⃣ Gaming will serve as the official global sponsor of the tournament, which is set to take place across 10 host 1️⃣ cities in Germany from June 14 to July 14.

George Daskalakis, Kaizen Gaming’s founder and chief executive, said: “This collaboration is 1️⃣ a new first for the industry and expresses our fundamental passion for football as well as our mutual commitment towards 1️⃣ innovation and excellence.”

The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship 1️⃣ 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 1️⃣ governing body FIFA ahead of the World Cup in Qatar last year.