FIFA Signs Betano to Regional World Cup Sponsorship Deal Covering Europe and South America

FIFA announced on May 18 that it has signed Betano, the sports betting brand of Greece-based Kaizen Gaming, as a regional sponsor for the 2026 World Cup covering Europe and South America. The deal marks the second betting industry sponsorship FIFA has secured for the 104-game tournament being played across the United States, Canada, and Mexico from June 11. Financial terms of the agreement were not disclosed.

Betano was previously involved with the World Cup as the tournament’s first-ever betting sponsor, when Kaizen Gaming signed a Europe-only deal for the 2022 edition in Qatar. This new agreement expands that geographic scope by adding South America, reflecting Betano’s growing presence in markets like Brazil, where it holds one of the most prominent gambling brand positions in the country. The 2026 World Cup expands to 48 nations and 104 matches from the previous 32-team, 64-match format, which represents a significantly larger sponsorship platform than 2022.

FIFA’s Continued Opening to Gambling Sponsors

The Betano signing signals that FIFA is continuing to court the gambling industry as a major commercial partner for its flagship event despite some opposition from advocacy groups and certain host governments. The United States, one of the three host nations, has a complex relationship with gambling sponsorships in sports, particularly at the federal and broadcast level. However, FIFA’s World Cup sponsorship structure allows for regional deals that can be tailored to specific markets, giving gambling brands access to the event in jurisdictions where such sponsorships are permissible without requiring a global deal.

For the sports betting industry, Betano’s deal reinforces the trend of established brands seeking association with the largest sporting events to drive brand recognition and user acquisition. The 2026 World Cup is expected to be one of the most-bet sporting events in history given how much regulated sports betting has grown in the United States since 2018. With the tournament starting June 11 and running through mid-July, the World Cup will be a significant driver of handle across all major sportsbooks, and deals like this are designed to ensure Betano and Kaizen Gaming capture a meaningful share of that attention in their key markets.