Betano has strengthened its partnership with FIFA after being unveiled as an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America.

The agreement marks the third collaboration between FIFA and Kaizen Gaming’s flagship betting brand, following previous partnerships around the FIFA World Cup Qatar 2022 and the FIFA Club World Cup 2025.

Betano expands FIFA partnership portfolio

The FIFA World Cup 2026, hosted across Canada, Mexico and the United States, will become the largest tournament in the competition’s history, featuring 48 national teams for the first time.

Under the deal, Betano will activate across Europe and South America through a series of digital and in-person fan engagement campaigns during the tournament.

FIFA Chief Business Officer Romy Gai said the partnership reflects the strong relationship built between both parties over recent years.

“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,” Gai said.

Responsible gambling focus

Kaizen Gaming stated the partnership will also focus heavily on responsible gambling initiatives throughout the tournament.

Betano users will have access to:

- Financial limit tools

- Time management controls

- 24/7 customer support services

- Responsible gaming resources

The operator said the World Cup provides a major opportunity to strengthen Betano’s global positioning within regulated sports betting markets.

Strategic timing ahead of World Cup

The partnership comes as sports betting operators continue increasing investment around the 2026 World Cup, which is expected to generate record levels of fan engagement and sportsbook activity globally.

Kaizen Gaming co-founder and CEO George Daskalakis described the agreement as a milestone in the company’s international growth strategy.

“The FIFA World Cup 2026 is the ultimate intersection of sport and entertainment, reaching billions of people,” Daskalakis said.

“For us, it is the perfect stage to solidify Betano as the most trusted brand globally for responsible online sports betting.”

Betano continues global expansion

Betano has rapidly expanded its international footprint in recent years through regulated market launches and high-profile sponsorship agreements across football and other sports.

The operator currently holds a growing presence across Europe and Latin America, with sponsorship activity becoming a central part of its global brand strategy.

Sources: FIFA, iGaming Expert