Generated Sports Betting Expenditure Reaches Over 30 Billion Euros in 2024, Creating a Positive Equilibrium
Euro 2024 Shatters Betting Records Across Europe
The UEFA European Football Championship of 2024 left a significant impact on the sports betting industry, generating record-breaking engagement and online betting activity.
The tournament, which took place across various European countries, saw exceptionally high betting volumes. OpenBet, a leading provider in the industry, processed over 140 million bets during the championship, highlighting its role in driving massive engagement.
Impact Across Regions
In Europe broadly, the tournament generated a surge in betting activity, but some operators faced revenue declines after the event due to the high betting base set by Euro 2024. For instance, FDJ United recorded a 12% drop in online betting and gaming revenue partly because last year’s results included Euro 2024-driven spikes.
Italy saw football betting hit a record €16.1 billion in 2024, reflecting the strong influence of Euro 2024 and football in general as a betting driver. The sport’s commercial integration stayed robust, despite regulatory challenges, with football betting continuing to lead sponsorship and revenue growth.
In Spain, the focus shifted beyond the men’s Euro 2024 to the subsequent UEFA Women’s Euro 2025. The final between Spain and England broke betting records, with a 51% increase in bets compared to the 2023 Women’s World Cup final. Notable regional betting growth was seen in Madrid, Catalonia, Valencia, Aragón, and the Canary Islands.
Denmark, however, saw a sharp fall of 53.5% in sports betting revenue in June 2025, directly attributed to the exceptionally high betting activity during the opening stages of Euro 2024 the previous year.
Impact on Individual Countries
The performance of national teams during the tournament affected betting turnover in individual European countries. For example, teams like Italy and Belgium exiting the tournament early led to fewer bets on the UEFA European Football Championship. Conversely, countries like Germany, England, and France, where teams were in the tournament longer and played more games, generated higher turnovers.
Regional Differences
There were significant differences in turnover generation between individual regions and countries during the UEFA European Championship. In Europe, betting stakes for EM games are expected to make up around 8% of the annual revenue of the betting industry. In contrast, in North America, betting stakes on the 2024 European Championship matches are expected to account for only 0.1% of annual revenue.
Record-Breaking Customer Activity
Kajetan Strini-Brown, Director of Sports Marketing at Tipico, stated that the European Championship saw record-breaking customer activity, particularly after Germany's impressive opening game. Tipico, another gaming provider, reported increased turnover during the 2024 European Championship, though exact results have not been published. Betano, a gaming provider with a German license, increased its popularity among German EM viewers from 10% to 16%.
Match-Fixing and Advertising Revenue
The German Sports Betting Association (DSWV) announced that there were no suspicions of match-fixing during the 2024 European Football Championship. Revenue from advertising in the German Football League increased by 21% compared to the previous season, with revenues of 1.12 billion euros.
Global Impact
The sports bets placed during the UEFA European Football Championship accounted for a 3.2% share of the global gross gaming revenue in 2024. The net profit of the sports betting industry during the UEFA European Championship 2024 was 3 billion euros.
The German Bundesliga and 2. Bundesliga achieved a new record revenue of 5.24 billion euros in the 2022/2023 season, exceeding the previous record by 9%.
In conclusion, the UEFA Euro 2024 served as a major catalyst for sports betting engagement and volumes in Europe, generating record betting activity during the event but causing noticeable revenue comparisons effects afterward in certain national markets. The tournament further accelerated the trend toward mobile and online betting platforms that dominate the industry.
- Online casinos in Germany saw a significant increase in betting activity during the UEFA European Football Championship of 2024, as the tournament became a major driver for sports betting across Europe.
- The Champions League and other European leagues also experienced heightened interest, as bettors from Germany placed wagers on their favorite teams and matches.
- Despite the high betting base set by Euro 2024, some operators in Germany still managed to achieve growth in revenue, with Tipico reporting increased turnover during the tournament and Betano gaining popularity among German viewers.
