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FIFA has added another betting industry partner for the 2026 World Cup through a regional sponsorship agreement with Betano covering Europe and South America. The value was not given for the new agreement, which covers the 104-game tournament scheduled across the United States, Canada, and Mexico beginning June 11.
Betano previously became the World Cup’s first betting sponsor during the 2022 tournament in Qatar through a Europe-only arrangement with parent company Kaizen Gaming.
“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,” said FIFA Chief Business Officer Romy Gai.
FIFA has entered multiple betting and gambling-related commercial agreements tied to the 2026 World Cup, which the governing body expects to generate more than $11 billion in revenue.
Last month, predictions market company ADI Predictstreet signed as a top-tier World Cup partner in a deal reportedly valued at $150 million. The Abu Dhabi-backed company was founded during the previous week in March and received a gambling license in Gibraltar one day later.
Earlier in the year, FIFA announced an agreement with sports data provider Stats Perform, allowing some online betting operators to livestream World Cup matches. The agreement also granted exclusive betting rights connected to thousands of matches organized by national soccer bodies and streamed live by FIFA.
FIFA completed the commercial agreements while maintaining ethics rules that prohibit players, officials, and agents from participating “either directly or indirectly, betting, gambling, lotteries, or similar events or transactions related to football matches or competitions.”
Betano had also previously partnered with UEFA to sponsor the men’s 2024 European Championship.
The betting brand also sponsors the UEFA Europa League and appears on the jersey of Aston Villa, which will play in the competition’s final on Wednesday.