The latest edition of the UEFA European Football Championship is scheduled to kick-off tomorrow and British land-based and online sportsbook operator Entain has announced that it is expecting to process associated wagers from as many as three million fans from across the length and breadth of Europe.

The Isle of Man-based firm used an official press release to detail that such a figure for the quadrennial soccer tournament would represent approximately double the tally it saw for the 2018 FIFA World Cup and prove a boon for its many online sportsbetting domains, which include Ladbrokes.com, Bwin.com, Coral.co.uk and Sportingbet.com.

Month-long meetings:

Originally scheduled to be held last summer, the UEFA European Football Championship is due to get underway from Friday evening with a match-up from Rome’s 70,000-seat Stadio Olimpico involving Italy and Turkey. The delayed-tournament will then continue with men’s national soccer teams from a further 22 European countries going head-to-head before the best squad in Europe is crowned via a final that it set to take place from Wembley Stadium in London on July 11.

Inimitable understanding:

Entain, which is moreover responsible for the sportsbetting sites at Betboo.com, BetDaq.com, GameBookers.com and CrystalBet.com, stated that it will now be utilizing its own in-house technology to host ‘almost all customer activity across its European brands’. It declared that this innovation is destined to give it ‘a unique insight into the expectations and betting behaviors of fans’ and that it will subsequently be able to exploit this knowledge ‘to tailor its offers and experiences accordingly’.

Early earnestness:

Jette Nygaard-Andersen serves as the Chief Executive Officer for London-listed Entain and she divulged that football aficionados in the United Kingdom have so far placed the most wagers on the upcoming UEFA European Football Championship, which is colloquially known as ‘The Euros’. She furthermore disclosed that France is currently the best-backed team with almost half of British punters having put cash on ‘Les Blues’ to win the highly-coveted Henri Delaunay Trophy.

Fancied front-runners:

In offering some perspective and Nygaard-Andersen pronounced that this state of affairs ‘is not dissimilar to the situation at the last FIFA World Cup’ when only 9% of British football bettors using her firm’s sites backed England to win. She additionally explained that this had compared with 47% putting their money on Belgium while a further 39% had backed Croatia and 20% going for Spain.

Read a statement from Nygaard-Andersen…

“Most betting will be after the tournament starts and we expect to see roughly twice as many fans placing bets on ‘The Euros’ as in the last FIFA World Cup, which reflects the growth of our business in the past three years. With offers across most countries taking part, we’re perfectly placed to offer exciting experiences to fans.”