UMVA has learned that Betano, a leading online sports betting brand, is heading back to soccer's biggest stage after securing a new sponsorship agreement tied to the 2026 World Cup across Europe and South America.
The exciting partnership reveals that Betano will serve as an Official Tournament Supporter for the expanded competition, which will take place across Canada, Mexico, and the United States from June 11 through July 19, 2026.
This year's tournament is set to be a historic event, marking the first World Cup to feature 48 national teams, making it the largest edition in the event's history. The FIFA organization expects record global audiences and major commercial activity around the competition.
According to information obtained by UMVA, the latest agreement builds on a relationship that started before the 2022 World Cup, when Betano became the first sports betting sponsor through a regional partnership covering Europe.
“We are delighted to welcome Betano among the Tournament Supporters of the FIFA World Cup 2026,” said a top FIFA official. “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.”
Betano's parent company, Kaizen Gaming, has been expanding aggressively across international soccer in recent years. The company has entered into several high-profile partnerships, including a three-year deal with German powerhouse Bayern Munich.
“Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global evolution,” said the co-founder and CEO of Kaizen Gaming. “The FIFA World Cup 2026 is the ultimate intersection of sport and entertainment, reaching billions of people.”
The betting industry is already preparing for heavy activity around the 2026 event, with many viewers expected to place sports wagers for the first time during the tournament, especially through mobile platforms and live betting products.
FIFA has also been strengthening its broader betting and data ecosystem ahead of kickoff, recently signing a deal naming a leading sports data provider as the official betting rights distributor for the 2026 competition.
Betano has promised to provide fans with access to responsible gaming tools, including spending controls, time-management features, and around-the-clock customer support throughout the tournament buildup and competition.
