GENEVA – International soccer governing body FIFA has expanded its commercial partnership portfolio for the 2026 men’s World Cup, announcing a new regional sponsorship agreement with Greece-based betting operator Betano on Monday. The deal covers markets across Europe and South America, marking a deepening of the ties between the global tournament organizer and the gambling industry that has raised quiet scrutiny amid the body’s own internal ethical rules.
This partnership is not Betano’s first collaboration with FIFA. Four years ago, ahead of the 2022 Qatar World Cup, the betting brand’s parent company Kaizen Gaming signed a Europe-exclusive sponsorship deal, making Betano the first betting sponsor in the tournament’s history. Financial details of the new 2026 agreement have not been publicly disclosed by either party.
The 2026 World Cup, which will kick off June 11 across 16 host cities in the United States, Canada, and Mexico, will feature an expanded 104-match format — the largest in tournament history. In a prepared statement announcing the new deal, FIFA Chief Business Officer Romy Gai praised the existing partnership with Betano, highlighting what he called the brand’s “genuine commitment to sporting integrity.”
“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,” Gai said.
The Betano agreement is the third major deal tying FIFA to the gambling and betting sector this year alone, as the governing body builds toward a tournament that is projected to generate more than $11 billion in total revenue for FIFA.
Last month, FIFA added ADI Predictstreet, a newly launched predictions and gambling platform, as a top-tier global partner for the 2026 tournament. Norwegian sports magazine Josimar reported that the deal is valued at approximately $150 million. The outlet also noted that the Abu Dhabi-backed company was founded just one week before securing the partnership, and received a gambling license from the British overseas territory of Gibraltar only one day after its incorporation.
Earlier this year in January, FIFA announced a separate data and streaming agreement with sports data provider Stats Perform. The deal grants selected online betting operators rights to livestream matches from the 2026 World Cup, and also gives Stats Perform exclusive betting-related rights to stream thousands of additional matches from FIFA-organized and national federation events around the world.
The expansion of gambling industry sponsorships comes despite a clear provision in FIFA’s own code of ethics, which formally prohibits all players, match officials, and agent representatives from participating “either directly or indirectly, in betting, gambling, lotteries or similar events or transactions related to football matches or competitions.”
Beyond its FIFA partnership, Betano has built a prominent footprint across top European soccer competitions this year. The brand is also an official sponsor of UEFA’s 2024 men’s European Championship, holds sponsorship rights for the UEFA Europa League, and features its branding on the match kit of English Premier League side Aston Villa, which will compete in the 2023-24 Europa League final this Wednesday.