Betano has been named an official tournament supporter of the FIFA World Cup 2026 for Europe and South America via a partnership between the sporting body and Kaizen Gaming brand.
The new deal builds on a relationship between the online operator and FIFA stretching back to 2022.
The operator penned a partnership with FIFA for the World Cup four years ago in Qatar, when it became an official regional supporter for Europe.
In 2025, Betano was announced as an official partner of FIFA’s Club World Cup – the newly expanded quadrennial club competition that took place in the US last summer.
This summer’s World Cup, taking place across North America, will feature an expanded pool of 48 international teams competing for the trophy.
Betano said it was organising a number of fan engagement activations in across Europe and Latam to celebrate the tournament.
The tournament will take place in the US, Mexico and Canada. Betano is live in both Mexico and Ontario, Canada.
George Daskalakis, Kaizen Gaming co-founder and CEO said: “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.”
“We are delighted to welcome Betano among the tournament supporters of the FIFA World Cup 2026,” FIFA’s chief business officer, Romy Gai, added.
“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.”
At the end of April, Betano was revealed as an official regional sponsor of the Argentinian national football team, including local campaigns across digital media, TV and out-of-home advertising.
Last year, the operator also struck deals with Bayern Munich and River Plate.
The firm also currently has several front-of-shirt sponsorship deals in place with clubs across Europe, including the likes of Aston Villa in the Premier League, and Portuguese giants Sporting Lisbon and FC Porto.
In March, Betano owners Kaizen announced the acquisition of sports trading and analytics firm GamepIAI for an undisclosed fee.
In another World Cup-related marketing push, BetVictor unveiled a digital and social campaign to generate “excitement” for the tournament.
The post Betano lands second consecutive FIFA World Cup sponsorship deal first appeared on EGR Intel.
Kaizen Gaming-owned brand continues its football marketing offensive after recently penning agreement with Argentine national team
The post Betano lands second consecutive FIFA World Cup sponsorship deal first appeared on EGR Intel.