Betano has significantly expanded its global sports marketing footprint after being officially announced as an Official Tournament Supporter of the FIFA World Cup 2026™ for both Europe and South America.
The landmark multi-regional agreement was finalized through a strategic partnership between football’s governing body and Kaizen Gaming, Betano’s parent group.
The Scale of the 2026 Tournament
The FIFA World Cup 2026™, scheduled to run from Thursday, June 11 to Sunday, July 19, will be hosted across Canada, Mexico, and the United States, and is on track to become the largest edition of the tournament to date. For the first time in the history of international football, the competition will expand to feature 48 national teams playing across North America.
This agreement marks the third consecutive official collaboration between Betano and FIFA. In 2022, the brand became the first sports betting operator to partner with the governing body as an Official Regional Supporter for the World Cup in Qatar. More recently, the company secured a slot as an Official Partner of the upcoming FIFA Club World Cup 2025™.
A Shared Commitment to Integrity and Compliance
As part of the operational framework of the sponsorship, Betano will provide fans with opportunities to engage with the tournament through a variety of advanced, responsible gaming features. These tools allow users to set strict deposit limits, manage playing sessions, and access round-the-clock customer support networks.
FIFA’s Chief Business Officer, Romy Gai, welcomed the operator back into the corporate partner tier, citing their history of safe operations:
“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.”
George Daskalakis, co-founder and CEO of Kaizen Gaming, emphasized that the global tournament serves as the ultimate stage for international brand positioning:
“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. Our focus now is to deliver a thrilling, innovative and secure experience for fans throughout the tournament.”
Kaizen Gaming enters this tournament cycle with strong momentum, having secured back-to-back Operator of the Year titles at the EGR Operator Awards and Operator of the Year – Large at the SBC Awards.
The group is currently constructing several digital and land-based fan engagement zones across core European and South American cities to activate the sponsorship live during the matches.
