FIFA has expanded its ties with the gambling industry by signing a World Cup sponsorship deal with Betano, a Greek betting brand, as a regional partner for the 2026 tournament, covering Europe and South America.
Kaizen Gaming owns Betano, and the company had previously become the first-ever betting sponsor of a World Cup during the 2022 edition in Qatar through a Europe-only arrangement.
The value of the latest deal has not been disclosed.
Betano’s Growing Football Presence
Betano already holds a strong presence in European football. This includes sponsorships in UEFA competitions such as the Europa League and partnerships with clubs like Aston Villa.
FIFA’s Commercial Strategy and Concerns
FIFA’s chief business officer, Romy Gai, stated that the organisation has observed Betano’s “genuine commitment” since the previous collaboration. Gai added that such partnerships help bring fans closer to the game and create new forms of engagement.
The deal reflects FIFA’s broader commercial push into the betting and gambling sector.
FIFA has already signed additional agreements this year linked to prediction markets and data services. One such deal reportedly involved prediction market platform ADI Predictstreet, which joined as a top-tier partner in a contract estimated to be worth around $150 million.
Another agreement with sports data provider Stats Perform is expected to allow some online betting operators to stream World Cup matches, while also granting betting-related rights across thousands of matches organised under FIFA and national associations.
However, the growing ties with gambling companies have also triggered criticism.
Observers have pointed to a clear tension between FIFA’s commercial strategy and its own code of ethics, which prohibits players, officials and agents from engaging in betting activities related to football.
Critics argue that deeper integration with betting sponsors could raise concerns over sporting integrity, influence perceptions of the game, and increase exposure to gambling among global audiences, particularly younger fans.
Financial Projections for 2026
The 2026 FIFA World Cup will be jointly hosted by the United States, Canada and Mexico. It will feature 104 matches for the first time in the tournament’s expanded format.
- The total commercial value of FIFA World Cup 2026 is projected to exceed $11 billion in revenue.
This makes it one of the most lucrative sporting events in history. It now ranks alongside global sporting giants such as the Olympic Games, Super Bowl, Indian Premier League, UEFA Champions League, and Formula One World Championship in terms of commercial scale, sponsorship value, and broadcasting revenue.
The partnership comes ahead of the 2026 FIFA World Cup.