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FIFA has added Betano as a regional betting partner for the 2026 World Cup, giving the Kaizen Gaming brand sponsorship rights across Europe and South America.
Good to Know
Betano now joins a growing list of gambling-linked partners tied to the 104-game tournament. FIFA did not share the value of the deal, but the agreement adds another betting name to the commercial setup for the 2026 World Cup.
The partnership extends a relationship that began four years ago, when Betano became the first betting sponsor of a World Cup through a Europe-only agreement for Qatar 2022.
FIFA Chief Business Officer Romy Gai said:
“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.”
The latest deal comes after FIFA signed several betting-related agreements for the 2026 event. Last month, prediction market firm ADI Predictstreet became a top-tier World Cup partner in a deal reportedly worth $150 million. The Abu Dhabi-backed company launched in March and received a Gibraltar gambling license one day later.
FIFA also reached an agreement earlier in the year with Stats Perform. The sports data company can give selected online betting operators access to World Cup livestreams, while also holding betting rights linked to thousands of matches run by national soccer bodies and streamed by FIFA.
At the same time, FIFA still bans players, officials and agents from taking part “either directly or indirectly, betting, gambling, lotteries, or similar events or transactions related to football matches or competitions.”
Betano has kept building its soccer profile outside FIFA as well. The brand sponsored UEFA Euro 2024, backs the UEFA Europa League and appears on the Aston Villa shirt. Aston Villa won 3-0 against Freiburg on Wednesday in the Europa League.