Betano has become the latest gambling operator to accelerate its World Cup presence after announcing a new partnership with FIFA.
The Kaizen-owned sports betting and casino brand has confirmed that it has become an ‘official tournament supporter’ of the World Cup for both Europe and South America ahead of the event beginning on 11 June.
The move extends Betano’s association with FIFA to a second World Cup, having previously become the football governing body’s first-ever partner from the sports betting industry during the 2022 World Cup in Qatar.
The operator was also an official partner of last year’s FIFA Club World Cup.
George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, commented: “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 eyes of the world
The World Cup is being touted as a major driver of engagement for operators around the world, given that it is the first time that the tournament will feature 48 nations.
Data from FIFA suggest that over six billion people, or around 75% of the world’s population, will tune into the tournament across its 104 games. Meanwhile, data from Spotlight Sports Group suggests that 70% of fans across the UK, US and Latin America are planning to place a bet during the 2026 tournament.
Daskalakis described the World Cup as the ‘ultimate intersection of sport and entertainment’ for billions of football fans around the world.
He added: “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.”
Across regions such as Europe and Latin America, where football is by far and away the most popular sport, the importance of the tournament is felt just as much for its impact off the pitch as on it.
For example, in Brazil, where Betano holds a considerable market share, the tournament marks the first global sporting event since the country opened its regulated online sports betting market at the beginning of 2025.
Speaking on the potential of the tournament, Samuel Vilar Pereira, Head of Sportsbook at UX Group, told iGaming Expert in February: “All of society’s sectors pause in this period and start to draw their business towards this moment, considering that the population is boiling over this moment.
“Naturally, it’s expected to have a huge increase of recreational bettors enjoying the moment, and this excitement is only going to be translated into engagement with a solid experience for the customer.”
Building a football portfolio
Betano has positioned itself as one of the betting partners of choice for football governing bodies.
Alongside FIFA, the operator has also worked with UEFA as an official partner of the 2024 European Championships and the Europa League and Conference League.
At a domestic level, Betano also has sponsorship agreements with the likes of the Premier League’s Aston Villa, Flamengo and Fluminense in Brazil and River Plate in Argentina.
On the partnership, FIFA’s Chief Business Officer, Romy Gai, 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.”
