Betano, the sports betting brand owned by Kaizen Gaming, has deepened its ties with global soccer governing body FIFA after securing a new regional sponsorship deal for the upcoming men's World Cup tournament covering the South American and European markets.
As an official ‘tournament supporter’ of this year's showpiece competition, Betano will activate around the event and “provide fans with a unique and exclusive opportunity to experience FIFA’s hallmark event.”
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The 2026 World Cup will take place between June 11 and July 19, hosted jointly by Mexico, the US, and Canada, and will be the first to feature 48 sides.
No team from outside Europe and South America have won the FIFA World Cup, and given that Betano has a large presence in the home of defending champions Argentina, the brand will likely look to leverage the tentpole event to establish brand cache alongside the iconic quadrennial showcase.
Speaking on the agreement, FIFA chief business officer Romy Gai commented: “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.”
Betano was announced as FIFA’s first-ever betting partner in 2022 ahead of that year’s FIFA World Cup, and enhanced its ties with the global governing body with its support of last year’s FIFA Club World Cup in the South American market.
Betano has become a prominent sponsor in South American soccer over the last few years, and in the Argentine market served as the title sponsor of the top-flight ‘Torneo Betano’ across the 2024 season, and has been the shirt sponsor of giants River Plate since May 2025.
The brand also sponsored the 2024 Copa America and 2025 Copa America Femenina tournaments as part of a multi-year agreement with the Conmebol governing body that will run through 2028, and currently sponsors the Liga de Naciones Femenina women’s national team competition, which will run through June 9, 2026.
Elsewhere on the continent, the betting firm is also the title sponsor of the Brazilian top-flight Serie A, and in August 2025 became the shirt sponsor of Brazilian giants Flamengo, which the club claimed at the time was the largest partnership agreement in Brazilian soccer.
The firm has been on a similar sponsorship push in the European market, particularly in Portugal, where it is the title sponsor of the annual Supertaça Cândido de Oliveira super cup competition, and a prominent partner of the country’s three major soccer clubs: Porto, Sporting (both front of shirt), and Benfica (shirt sleeve).
Across Europe in 2025, Betano also struck a partnership with German heavyweights Bayern Munich in early July, followed by a league-wide deal with Denmark’s top-flight Superliga.
