(AsiaGameHub) –   Betano, a prominent gambling operator, has solidified its involvement with the World Cup by announcing a new partnership with FIFA.

The sports betting and casino brand, owned by Kaizen, has confirmed its status as an ‘official tournament supporter’ for the World Cup across Europe and South America, prior to the event’s commencement on 11 June.

This development marks Betano’s second World Cup association with FIFA, building on its previous role as the football governing body’s inaugural sports betting industry partner during the 2022 World Cup in Qatar.

Furthermore, the operator served as an official partner for the FIFA Club World Cup held last year.

George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, stated: “Our third partnership with FIFA represents a significant milestone for Kaizen Gaming and clearly demonstrates our global growth.”

Global Attention

The World Cup is anticipated to significantly boost engagement for operators globally, particularly as it will be the first tournament to include 48 nations.

FIFA data indicates that more than six billion individuals, approximately 75% of the global population, are expected to watch the tournament’s 104 matches. Concurrently, figures from Spotlight Sports Group reveal that 70% of supporters in the UK, US, and Latin America intend to place wagers during the 2026 tournament.

Daskalakis characterized the World Cup as the ‘ultimate intersection of sport and entertainment’ for billions of football enthusiasts worldwide. 

He further stated: “For us, this presents an ideal platform to establish Betano as the most reliable global brand for responsible online sports betting. Our current objective is to provide an exciting, innovative, and secure experience for fans throughout the tournament.”

In regions like Europe and Latin America, where football holds unparalleled popularity, the tournament’s significance extends equally to its off-field impact as it does to the on-field action.

For instance, in Brazil, a market where Betano commands a substantial share, the tournament represents the inaugural global sporting event since the nation launched its regulated online sports betting market in early 2025.

Commenting on the tournament’s potential, Samuel Vilar Pereira, Head of Sportsbook at UX Group, informed iGaming Expert in February: “Every sector of society pauses during this period and begins to align their business with this occasion, given the widespread excitement among the populace. 

“Naturally, a significant surge in recreational bettors is anticipated to enjoy the event, and this enthusiasm will undoubtedly translate into increased engagement through a robust customer experience.”

Expanding Football Partnerships

Betano has established itself as a preferred betting partner for various football governing bodies.

In addition to FIFA, the operator has collaborated with UEFA, serving as an official partner for the 2024 European Championships, the Europa League, and the Conference League.

Domestically, Betano also maintains sponsorship agreements with clubs such as the Premier League’s Aston Villa, Brazil’s Flamengo and Fluminense, and River Plate in Argentina.

Regarding the partnership, FIFA’s Chief Business Officer, Romy Gai, commented: “We are pleased to welcome Betano as one of the tournament supporters for the FIFA World Cup 2026.

“Since our initial partnership with Betano four years ago, we have observed a steadfast commitment to sporting integrity, enhancing fan proximity to our game, and discovering novel, engaging entertainment methods. We align with these goals and are content to have this influential entity alongside us as we anticipate uniting the world through football once more in North America and globally.”