Betano joins FIFA World Cup 2026 as Europe and South America supporter

Betano has been unveiled as an Official Tournament Supporter of the FIFA World Cup 2026™ for Europe and South America, giving Kaizen Gaming’s lead brand a major rights platform across two core acquisition markets ahead of the expanded 48-team tournament.The partnership strengthens FIFA’s regulated betting category portfolio while offering Betano a scaled marketing window around the most valuable event in football, with the tournament set to run from June 11 until July 19 across Canada, Mexico and the United States.Romy Gai, FIFA’s Chief Business Officer, said: “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.”The deal marks a third collaboration between FIFA and Betano following its role as an Official Regional Supporter of the FIFA World Cup Qatar 2022™ for Europe and its later appointment as an Official Partner of the FIFA Club World Cup 2025™.George Daskalakis, co-founder and CEO of Kaizen Gaming, positioned the agreement as a brand trust play at global scale, saying: “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.”Betano said it will use the sponsorship to deliver physical and digital activations across Europe and South America, with an emphasis on “unique and exclusive” fan experiences linked to the tournament.Responsible gaming messaging is a central part of the rights narrative, with Betano planning to promote tools that allow users to set financial limits, manage time spent and access specialist customer support on a 24/7 basis.The activation focus reflects how regulated betting brands are increasingly required to pair mass-reach sponsorship with visible consumer protection features, particularly when leveraging properties that attract younger audiences and casual fans.Tournament Supporter status also gives Betano a structured route to integrate brand campaigns around match moments across multiple countries, supporting customer acquisition and retention in markets where competition among licensed operators is intensifying.The World Cup begins on June 11 in Mexico City, with Betano set to roll out its fan engagement programme across the two supported regions during the build-up and throughout the tournament.