FIFA has signed Betano to a regional World Cup sponsorship deal covering Europe and South America — the latest in a string of gambling-industry partnerships the governing body has quietly assembled ahead of the 104-game tournament kicking off in the United States, Canada and Mexico on June 11.
The Greece-based betting brand isn't new to this. Betano's parent company, Kaizen Gaming, signed a Europe-only deal for the 2022 Qatar edition, making it the first-ever betting sponsor in World Cup history. This is the upgrade.
FIFA's gambling portfolio is growing fast
Three separate gambling-related deals have been announced this year alone. In January, FIFA tied up with data provider Stats Perform, giving certain online betting operators the right to livestream World Cup matches — and handing FIFA exclusive betting rights to thousands of games organized by national soccer bodies worldwide. Then in March, predictions market startup ADI Predictstreet came aboard as a top-tier partner in a deal reportedly worth $150 million. The company had been founded the week before signing. It obtained a Gibraltar gambling license the day after incorporation, according to Norwegian magazine Josimar.
Now Betano. The commercial machine is running at full speed for a tournament FIFA expects to generate over $11 billion in revenue.
The irony hanging over all of this is written into FIFA's own rulebook. The organization's code of ethics explicitly prohibits players, officials and agents from participating — directly or indirectly — in "betting, gambling, lotteries or similar events or transactions related to football matches or competitions." FIFA's partners are now doing exactly that. Commercially, that tension apparently resolves itself.
Betano is everywhere right now
Beyond the World Cup deal, Betano has been expanding its football footprint aggressively. The brand sponsored UEFA Euro 2024, backs the Europa League, and has its logo on Aston Villa's shirt — who happen to be playing in the Europa League final on Wednesday. It's a tidy bit of timing for a brand that's very deliberately placed itself at the center of the game's biggest moments.
FIFA chief business officer Romy Gai cited Betano's "genuine commitment to sporting integrity" in the announcement. The financial terms were not disclosed.
