Betano has been named an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America. The deal gives Kaizen Gaming’s lead betting brand a major sponsorship position around football’s largest event.
The agreement marks Betano’s third FIFA partnership. The brand previously supported the 2022 World Cup in Europe and was later named an Official Partner of the FIFA Club World Cup 2025.
Deal covers Europe and South America
The World Cup supporter status gives Betano regional commercial rights across two of football’s most valuable betting markets. Europe and South America also include several of the brand’s core operating territories, making the deal closely aligned with its existing customer base.
The 2026 World Cup will run from June 11 to July 19 across the United States, Canada and Mexico. It will be the first edition with 48 teams and 104 matches, creating a larger commercial window for sponsors, media partners and betting operators.
For Betano, the tournament adds a global football platform at a time when sportsbook brands are competing heavily for visibility around major events. The deal also puts the operator beside other FIFA commercial partners during the first expanded World Cup.
FIFA relationship has grown since Qatar
Betano first partnered with FIFA in 2022, when it became the first sports betting operator to support a FIFA World Cup. That agreement covered Europe during the Qatar tournament. The partnership has now grown across more FIFA events. Betano’s Club World Cup 2025 partnership gave the brand another FIFA property before the new World Cup deal.
Kaizen Gaming has used Betano to expand across regulated markets in Europe, Latin America and other regions. The World Cup agreement strengthens that strategy by linking the brand to national-team football in markets where football betting is already deeply established.
FIFA adds more regional supporters
FIFA has been building region-specific commercial packages for the expanded 2026 tournament. Saudi Arabia’s Public Investment Fund was named an Official Tournament Supporter for North America and Asia days before the Betano announcement.
The supporter model lets FIFA sell tournament rights by region rather than only through global sponsorships. For betting brands, that creates a route to World Cup visibility in selected markets without taking a full global partner position.
