Betano named FIFA World Cup 2026 tournament supporter
Table of contents
- Betano has been confirmed as an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America.
- The deal marks the third partnership between Betano and FIFA, following the Qatar 2022 World Cup and the FIFA Club World Cup 2025.
- Kaizen Gaming was named Operator of the Year at the EGR Operator Awards and Operator of the Year – Large at the SBC Awards in 2024 and 2025.
Betano, the flagship brand of Kaizen Gaming, has been named an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America, deepening a relationship with football’s governing body that now spans three major competitions.
Third FIFA tie-up
The tournament runs across Canada, Mexico and the United States from 11 June to 19 July 2026. It will be the largest edition of the FIFA World Cup in history, with 48 national teams competing for the first time.
The announcement marks the third collaboration between the two parties. In 2022, Betano became the first sports betting operator to partner with FIFA, joining as an Official Regional Supporter of the FIFA World Cup Qatar 2022 for Europe. More recently, the operator was confirmed as an Official Partner of the FIFA Club World Cup 2025.
Romy Gai, Chief Business Officer at FIFA, said:
“We are delighted to welcome Betano among the Tournament Supporters of the FIFA World Cup 2026. Since we first partnered with Betano four years ago, we have seen a genuine commitment to sporting integrity, bringing fans closer to our game and finding new, engaging ways to entertain them.
“We share these objectives and are glad to have this powerhouse by our side as we look forward to uniting the world through football once again in North America and beyond.”
Fan engagement focus
Under the agreement, Betano will deliver a range of physical and digital fan engagement activations across Europe and South America throughout the tournament.
Users will have access to responsible gambling tools, including options to set financial limits, manage time and reach customer support around the clock.
George Daskalakis, co-founder and CEO of Kaizen Gaming, said:
“Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global evolution. The FIFA World Cup 2026 is the ultimate intersection of sport and entertainment, reaching billions of people. For us, it is the perfect stage to solidify Betano as the most trusted brand globally for responsible online sports betting.”
Kaizen Gaming was named Operator of the Year at the EGR Operator Awards and Operator of the Year – Large at the SBC Awards in both 2024 and 2025. The company employs approximately 3,000 people and operates Betano across markets in Europe, the Americas and Africa.
World Cup commercial race
With the tournament fast approaching, the window for sponsors to activate around the world’s biggest sporting event is narrowing. Operators that have secured official FIFA status gain exclusive rights to associate their branding with the competition, a significant differentiator in markets where advertising restrictions would otherwise limit exposure.
For Betano, the scope of the deal covers two of its most strategically important regions. The brand holds the leading position in Brazil and has invested heavily in European football sponsorships, including partnerships with Bayern Munich, Aston Villa and Flamengo. A World Cup supporter role allows it to consolidate those investments under a single, globally recognised property.
Financial terms of the agreement were not disclosed. The deal signals continued appetite among iGaming operators to align with tier-one football properties, ahead of a tournament expected to generate record commercial revenue across North America and beyond.
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