Under the deal, Betano becomes the competition's first-ever betting partner, while parent company Kaizen 4️⃣ Gaming will serve as the official global sponsor of the tournament, which is set to take place across 10 host 4️⃣ cities in Germany from June 14 to July 14.

George Daskalakis, Kaizen Gaming’s founder and chief executive, said: “This collaboration is 4️⃣ a new first for the industry and expresses our fundamental passion for football as well as our mutual commitment towards 4️⃣ innovation and excellence.”

The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship 4️⃣ 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 4️⃣ governing body FIFA ahead of the World Cup in Qatar last year.