GENEVA (AP) — FIFA added another gambling industry sponsor to the 2026 World Cup on Monday, signing Greece-based betting brand Betano to a regional deal covering Europe and South America.
Betano was the World Cup’s first-ever betting sponsor four years ago when parent company Kaizen Gaming signed a Europe-only deal for the 2022 edition in Qatar.
The value was not given for the new deal covering the 104-game tournament being played across the United States, Canada and Mexico from June 11.
“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,” FIFA chief business officer Romy Gai said in a statement.
FIFA deepened its ties to betting and gambling with two other deals this year for a World Cup that is expected to earn more than $11 billion revenue for the soccer body.
Predictions market newcomer ADI Predictstreet signed as a top-tier World Cup partner last month in a deal reportedly worth $150 million. The Abu Dhabi-backed company had been founded the previous week in March and one day later got a gambling license in the British overseas territory Gibraltar, Norwegian magazine Josimar reported.
In January, FIFA announced a deal with data provider Stats Perform that will let some online betting operators livestream World Cup games. The agreement also gave exclusive betting rights to thousands of games worldwide organized by national soccer bodies and streamed live by FIFA.
FIFA has completed the commercial deals while its code of ethics formally prohibits players, officials and agents from taking part in “either directly or indirectly, betting, gambling, lotteries or similar events or transactions related to football matches or competitions.”
Betano also partnered with European soccer body UEFA to sponsor the men’s 2024 European Championship. The betting brand also sponsors the Europa League and pays to be on the jersey of English club Aston Villa which plays in the competition’s final on Wednesday.
AP World Cup coverage: https://apnews.com/hub/fifa-world-cup
Copyright 2026 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.
Please purchase a Premium Subscription to continue reading.
To continue, please log in, or sign up for a new account.
We offer one free story view per month. If you register for an account, you will get two additional story views. After those three total views, we ask that you support us with a subscription.
A subscription to our digital content is so much more than just access to our valuable content. It means you’re helping to support a local community institution that has, from its very start, supported the betterment of our society. Thank you very much!
Only subscribers can view and post comments on articles.
Already a subscriber? Login Here
CA Is Burning said:
CA Is Burning said:
Success! An email has been sent to with a link to confirm list signup.
Error! There was an error processing your request.
Sorry, an error occurred.
Already Subscribed!
Cancel anytime
Thank you .
Your account has been registered, and you are now logged in.
Check your email for details.
Submitting this form below will send a message to your email with a link to change your password.
An email message containing instructions on how to reset your password has been sent to the email address listed on your account.
No promotional rates found.
Secure & Encrypted
Thank you.
Your gift purchase was successful! Your purchase was successful, and you are now logged in.
| Rate: | |
| Begins: | |
| Transaction ID: |
A receipt was sent to your email.
(0) comments
Welcome to the discussion.
Log In
Keep the discussion civilized. Absolutely NO personal attacks or insults directed toward writers, nor others who make comments.
Keep it clean. Please avoid obscene, vulgar, lewd, racist or sexually-oriented language.
Don't threaten. Threats of harming another person will not be tolerated.
Be truthful. Don't knowingly lie about anyone or anything.
Be proactive. Use the 'Report' link on each comment to let us know of abusive posts.
PLEASE TURN OFF YOUR CAPS LOCK.
Anyone violating these rules will be issued a warning. After the warning, comment privileges can be revoked.