Betano has been named an Official Tournament Supporter of the FIFA World Cup 2026 for Europe and South America, the third FIFA partnership for Kaizen Gaming’s flagship brand.
The agreement covers the tournament running from 11 June to 19 July 2026 across Canada, Mexico, and the United States, the first edition of the FIFA World Cup to feature 48 national teams. FIFA has described the event as the largest in its history.
Three Successive FIFA Agreements
Betano entered the FIFA ecosystem in 2022 as an Official Regional Supporter of the FIFA World Cup Qatar 2022 for Europe, the first sports betting operator to hold any FIFA partnership designation. The brand returned as an Official Partner of the FIFA Club World Cup 2025 before securing the current deal.
The progression from regional supporter in 2022 to tournament supporter covering both Europe and South America in 2026 reflects Betano’s geographic expansion over that period. Kaizen Gaming now operates across regulated markets on both continents, and the extended supporter designation aligns with those commercial positions.
FIFA’s Chief Business Officer Romy Gai commented:
“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.”
Kaizen Gaming’s Commercial Strategy
George Daskalakis, co-founder and CEO of Kaizen Gaming, tied the partnership to the company’s wider international development.
“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.”
The FIFA World Cup 2026 is the first to feature 48 teams, up from 32, with matches spread across 16 host cities in three countries. The expanded format extends the competitive calendar and increases the scale of marketing opportunities available to official supporters.
Kaizen Gaming won Operator of the Year at the EGR Operator Awards in both 2024 and 2025 and Operator of the Year – Large at the SBC Awards across the same period.
Responsible Gaming Provisions
Betano will make responsible gaming tools available to fans throughout the tournament, covering financial limit-setting, time management features, and 24/7 customer support. Kaizen Gaming is also planning physical and digital fan engagement activations across Europe and South America to run alongside the tournament.
The responsible gaming commitment forms part of Betano’s obligations as Official Tournament Supporter. Betano’s third successive FIFA designation suggests its responsible gaming standards have continued to align with FIFA’s commercial partner requirements.
Europe’s gross gambling revenue reached €123.4bn in 2024, with sports betting accounting for a material share across the regulated markets where Betano operates. South America, and in particular Brazil following the launch of its regulated sports betting market in early 2025, represents a significant and growing part of Kaizen Gaming’s commercial footprint. The dual-region scope of Betano’s supporter designation reflects that geographic positioning.
Betano’s role as Official Tournament Supporter runs through the final on 19 July 2026.
Source: Kaizen Gaming
