Betano is heading back to soccer’s biggest stage after FIFA confirmed a new sponsorship agreement tied to the 2026 World Cup across Europe and South America.
FIFA announced Monday (May 18) that Betano, the flagship online sports betting brand owned by Kaizen Gaming, will serve as an Official Tournament Supporter for the expanded competition. Matches will take place across Canada, Mexico and the United States from June 11 through July 19, 2026.
The upcoming tournament will mark the first World Cup featuring 48 national teams, making it the largest edition in the event’s history. FIFA expects record global audiences and major commercial activity around the competition.
Betano extends global soccer ambitions with FIFA World Cup partnership
The latest agreement builds on a relationship that started before the 2022 World Cup in Qatar, when Betano became FIFA’s first sports betting sponsor through a regional partnership covering Europe. The company later added another major soccer property after becoming an Official Partner of the FIFA Club World Cup 2025.
“We are delighted to welcome Betano among the Tournament Supporters of the FIFA World Cup 2026,” said FIFA’s Chief Business Officer, Romy Gai, in a press release originally shared with ReadWrite.
“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,” he stated.
Kaizen Gaming has been expanding aggressively across international soccer in recent years. Earlier this year, Betano also entered a three-year partnership with German powerhouse Bayern Munich, adding another high-profile club relationship to its growing sports portfolio.
“Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global evolution,” added George Daskalakis, co-founder and CEO of Kaizen Gaming.
“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. Our focus now is to deliver a thrilling, innovative and secure experience for fans throughout the tournament.”
The betting industry is already preparing for heavy activity around the 2026 event. A recent World Cup study found many viewers are expected to place sports wagers for the first time during the tournament, especially through mobile platforms and live betting products.
FIFA has also been strengthening its broader betting and data ecosystem ahead of kickoff. The organization recently signed a deal naming Stats Perform as the official betting rights distributor for the 2026 competition, helping expand access to official match data worldwide.
Betano said fans will have access to responsible gaming tools, including spending controls, time-management features and around-the-clock customer support throughout the tournament buildup and competition.
Featured image: Betano / FIFA
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