Positive EUR 2024 balance sheet: over €30 billion spent on sports betting
The sports betting industry is speaking of positive impacts due to the games of the 2024 UEFA European Football Championship in Germany. Over 30 billion euros have been placed worldwide on bets for the UEFA EURO games. However, the significance of the EM games for the regional betting markets has varied greatly between countries.
Sports Betting Industry Generates Over 3 Billion Euros in Profit During EM 2024
According to an article by games&business, the international regulated sports betting market has generated a turnover of over 30 billion euros through the games of the 2024 UEFA European Football Championship in Germany. The achieved profit of 3 billion euros was above the 2.7 billion euros predicted before the EM 2024. This is due to many games in the knockout phase of the tournament being decided in extra time or penalty shootouts. In games like the quarter-final between Germany and Spain, sports betting fans could bet on the result in extra time. Due to the 30-minute extra time, more sports bets were placed than if the match had ended after the regular 90 minutes.
The sports bets placed during the UEFA European Football Championship also accounted for 3.2% of the global gross gaming revenue in 2024.
Sports Betting Turnover Varies Across Europe During EM
There were also significant differences in turnover generation between individual regions and countries. The betting stakes in Europe for EM games are expected to make up around 8% of the annual revenue of the betting industry. In North America, however, betting stakes on the 2024 European Championship matches are expected to make up only 0.1% of annual revenue.
The performance of the national teams during the tournament also affected betting turnover in individual European countries. National teams like Italy and Belgium unexpectedly exited the tournament early, which affected sports betting turnover in those countries and led to fewer bets being placed on the UEFA European Football Championship.
In countries like Germany, England, and France, however, higher turnover was generated during the football EM as the teams were in the tournament longer and therefore played more games.
However, relatively few bets were placed on the European champion Spain, who managed to beat England in the final. Nevertheless, sports bets with exceptionally high stakes were placed. In Spain, therefore, neither a positive nor a negative result can be spoken of regarding betting turnover during the 2024 UEFA European Football Championship. The lower number of bets compared to other European countries was offset by higher stakes.
German Football Records Record Revenue in 2022/2023 Season
The German Bundesliga and 2. Bundesliga achieved a new record revenue in the 2022/2023 season [Link in English]. With a revenue of 5.24 billion euros, the previous record from the 2018/2019 season (4.8 billion euros) was exceeded by 9%.
Advertising revenues also increased by 21% compared to the previous season. The German Football League (DFL) reported revenues of 1.12 billion euros.
Gambling providers Betano and Tipico, licensed by the German gambling authority, the Joint Gambling Authority of the States (GGL), also drew a positive conclusion regarding their results at the 2024 European Championship.
As a sponsor of the European Football Championship, Betano managed to increase its popularity among German viewers of the EM games from 10% to 16%.
Tipico was also satisfied and spoke of increased turnover. Exact results have not yet been published. The gambling provider also announced that there was an increase in bets on the opening match between Germany and Scotland. Many players who had not been active for a longer period also took advantage of Tipico's betting offer and placed their bets on the European Championship games. Kajetan Strini-Brown, Director of Sports Marketing at Tipico, stated:
The European Championship was a fantastic event that sparked great sports enthusiasm in Germany. Our numbers confirm this: We had record-breaking customer activity, especially after Germany's impressive opening game. There were particularly many bets on the quarter-final between Germany and Spain; interest remained high even after Germany's elimination - the final between England and Spain also set records. [...] It was very pleasing to see the return of many customers who had not been active with us for a long time.– Kajetan Strini-Brown, Director of Sports Marketing, games&business**
No Suspicions of Match-Fixing at the 2024 European Football Championship
The German Sports Betting Association (DSWV) also announced that there were no suspicions of match-fixing during the European Football Championship.
The UEFA had developed an action plan to prevent match-fixing before the tournament and implemented awareness and preventive measures. DSWV President Mathias Dahms expressed his satisfaction with the success of the security measures and emphasized the integrity of the sport for the DSWV:
For the DSWV, the integrity of sport is a top priority.– Mathias Dahms, DSWV President, games&business**
The gambling providers were thus able to rejoice in high turnover from sports betting at the EM 2024. It remains to be seen whether the result of over 30 billion euros can be surpassed at the next tournaments.
The aforementioned turnover of over 30 billion euros in the regulated sports betting market during the 2024 UEFA European Football Championship in Germany also made headlines as a significant portion of the global news about sports betting.
Additionally, several news outlets reported on the betting trends and turnover variations across different countries during the EM 2024, highlighting the impact of team performance on betting activities.
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