30 billion euros: Impressive betting balance sheet for Euro 2024

The end of the European Football Championship was barely more than a month ago. The tournament and its aftermath seem to have flown by in a frenzy. Football fans and players have long since immersed their minds in the new seasons at club level. Despite Germany's elimination in the quarter-finals against Spain, the European Championship is generally regarded as a success - both for the national team and the country. In addition to the Spaniards, who ultimately won the title, the companies involved in the event also benefited: Above all, it was extremely lucrative for the sports betting providers of this world. As a study reveals, they realised over 30 billion euros!

The 2024 European Football Championship in Germany not only went down in the history books as a sporting highlight, but also as a true public festival that captivated huge numbers of people from all over the world. With over 2.6 million fans in the stadiums and around 6 million visitors in the nationwide fan zones, the tournament developed into a colourful and peaceful spectacle that was celebrated as ‘atmospheric’ and ‘successful’ by federal authorities and the press.

Accompanied by political statements, a few boisterous speedsters and occasional traffic problems, the 51 matches in ten cities offered exciting entertainment and emotional football. There was also an exuberant atmosphere off the pitch - whether at the more than 2,100 registered events or at the large fan marches through major German cities, as demonstrated by the 30,000 Romanian fans in Frankfurt or the 40,000 Polish supporters in Berlin.

Particularly pleasing for the German football community: after years of disappointment, the national team seems to be on the upswing again, which makes fans look forward to the challenges ahead.

But it wasn't just the football fans, the teams and the host country that looked back positively on the tournament - the betting providers were also able to draw a truly impressive balance sheet with a record turnover of 30 billion euros. This is shown by a recently published study by H2 Gambling Capital, the leading market data analysts in the gambling industry, as the company itself puts it. The survey also reveals some other astonishing facts.

Net profit was significantly higher than expected

Total volume

As H2 Gambling Capital found out, a total volume of more than 30 billion euros was played at Euro 2024. This sum applies to the global market and licensed betting providers. For Germany alone, the industry association DSWV estimated €1 billion in bets at the European Championships - we reported.

Net profit

Before the event, a net profit of 2.7 billion euros was forecast for the world's licensed betting companies. This amount was actually significantly exceeded. According to H2, a total of 3 billion went into the coffers, which is said to have been due in particular to the comparatively high number of knockout matches with penalty shoot-outs.

Global differences

The euro's share of global gross gaming revenue in 2024 corresponds to approx. 3.2 per cent. However, H2 also highlights the regional differences. It is estimated that the event accounts for around 8 per cent of annual profits in Europe, compared to just 0.1 per cent in North America. It should be borne in mind here that the USA and Canada - two of the strongest markets for sports betting - played in a major international tournament with their football teams during the European Championship, namely the Copa América. The focus of bettors from these regions should therefore be clear.

European differences

However, clear differences were also found between the European countries, which are mainly attributed to the elimination of the respective team. Countries whose teams were eliminated quickly tended to contribute less betting turnover. This was the case for Belgium and Italy, for example, who went home surprisingly early. However, this pattern does not apply without exception. For example, comparatively few bets were placed on the eventual champions, the Spanish team. However, the sums that bettors placed on the Spaniards are said to have been relatively high.

Local bookies benefit from increased brand awareness and ‘record-breaking customer activity’

As can be seen from the press, the European Championship was also a huge success for local betting providers. Companies such as Betano and Tipico were able to benefit massively from the increased attention during the tournament and have drawn a consistently positive balance.

1. Betano, as an official partner of the European Championships, has significantly increased its brand awareness. According to a survey conducted by the data experts at Yougov, the provider's popularity among the general population almost doubled - an impressive increase that was even more pronounced among regular football fans in particular. Only BYD and Hisense were more successful in terms of increasing awareness.
2. Tipico reported extremely high levels of interaction during the tournament. The provider experienced ‘record-breaking customer activity’, according to the marketing department, particularly after the German team's successful start and in the decisive knockout rounds such as the quarter-final against Spain. Even after Germany's elimination, interest remained high - and the final between England and Spain once again ensured exceptional participation.

Increased marketing activities and the general euphoria surrounding the tournament brought the bookies an unrivalled business result.

Conclusion

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