FIFA and Kaizen Gaming announced on May 18 that Betano will join the FIFA World Cup 2026 commercial programme as an Official Tournament Supporter for Europe and South America.
The tournament will run from June 11 to July 19 across the United States, Canada and Mexico, bringing together 48 teams and 104 matches.
Kaizen Gaming entered FIFA’s World Cup sponsorship structure in 2022, when it became the first betting-sector company to sign a World Cup agreement with FIFA. That deal covered Europe only. In 2025, Betano became an Official Partner of the FIFA Club World Cup for South America. The 2026 agreement now brings both regions into one sponsorship package.
The value of the deal was not disclosed. In March 2026 only two regional Tournament Supporter positions remained available. Both were later filled: PIF took the North America and Asia package, while Betano secured Europe and South America.
Brazil, Chile and Argentina lead Betano’s demand map
Blask data for April 2025–April 2026 shows that Betano’s strongest positions are concentrated in South America.
Brazil is Betano’s largest tracked market, with 23.3% BAP and around $1B in CEB. Chile gives the brand the highest BAP in this group at 49.2%. Argentina combines a #1 BAP position with a 354.8% year-on-year increase in the Blask Index.
In Europe, Betano’s strongest positions are Portugal #2, Romania #3 and Czech Republic #3. It trails only Betclic in Portugal, sits behind Superbet and Casa Pariurilor in Romania, and follows Tipsport and Sazka in the Czech Republic.
One deal, two regional roles
The same FIFA deal carries different weight across the two regions. In South America, it strengthens markets where Betano already leads by demand. In Europe, it adds another layer of football visibility in countries where established local and regional leaders still hold the lead.