FIFA signs a World Cup sponsorship agreement with betting brand Betano

FIFA on Monday added a new gambling industry sponsor to the 2026 World Cup, with Greece-based gambling brand Betano signing a regional deal for Europe and South America.

Betano became the very first gambling sponsor of the World Cup four years ago when parent company Kaizen Gaming signed a Europe-only deal for the 2022 edition in Qatar.

The value was not mentioned for the new deal for the 104-match tournament to be played in the United States, Canada and Mexico from June 11.

“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,” FIFA Chief Business Officer Romy Gai said in a statement.

FIFA has deepened its ties with betting and gaming this year with two other deals for a World Cup expected to generate more than $11 billion in revenue for the soccer body.

READ ALSO | FIFA media rights officials visit India, where no World Cup broadcast deal has yet been signed

Newcomer to the Predictions market, ADI Predictstreet, signed as top partner for the World Cup last month in a deal reportedly worth $150 million. The Abu Dhabi-backed company was founded the week before in March and received a gambling license in the British overseas territory of Gibraltar a day later, the Norwegian magazine said Josimar reported.

In January, FIFA announced a deal with data provider Stats Perform, which will allow some online gambling companies to live stream World Cup matches. The deal also gave exclusive betting rights to thousands of matches around the world, organized by national football bodies and streamed live by FIFA.

FIFA has finalized the commercial deals, while its code of ethics formally bans players, officials and agents from participating “directly or indirectly, betting, gambling, lotteries or similar events or transactions connected with football matches or competitions.”

Betano also partnered with European football body UEFA to sponsor the 2024 Men’s European Championship. The gambling brand also sponsors the Europa League and pays to be on the shirt of English club Aston Villa, who will play in the competition final on Wednesday.

Published on May 18, 2026