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Bookmaker Betano, owned by Kaizen Gaming, has been officially announced as a Tournament Supporter of the FIFA World Cup 2026 for European and South American markets — its third sponsorship deal with football’s global governing body.

Third FIFA Deal for Betano

FIFA officially unveiled Betano as a Tournament Supporter for the 2026 World Cup, which will be hosted across the United States, Canada and Mexico. This marks the third time the two organisations have entered a formal commercial agreement. Betano previously served as a regional sponsor at the 2022 FIFA World Cup in Qatar and as an official partner of the 2025 FIFA Club World Cup.

Scope of the Partnership

Under the new agreement, Betano will significantly expand its footprint in international football through targeted marketing and fan-engagement activations across Europe and South America. The campaign will blend offline events with digital experiences designed to deepen fan involvement throughout the tournament period.

As part of its commitment to responsible gambling, the brand will provide users with access to a suite of player-protection tools — including the ability to set financial limits, monitor session time, and reach dedicated customer support around the clock.

Fan Experience & Responsible Gambling

Beyond branding rights, Betano plans to organise a series of live and digital activations for football fans in Europe and South America during the tournament. These initiatives will include interactive watch events, competitions, and exclusive content tied to the World Cup schedule. Responsibility tools remain central to the brand’s World Cup presence, underlining the company’s stated aim of being the leading operator in responsible betting globally.

About Betano & Kaizen Gaming

Betano is the flagship sports-betting brand of Kaizen Gaming, one of Europe’s fastest-growing online gaming operators. The company is active across multiple regulated markets in Europe, Latin America and beyond. The FIFA World Cup 2026 partnership further cements Betano’s strategy of associating with top-tier global sports properties.