Goal or Gamble? FIFA Adds Betting Giant Betano To 2026 World Cup Deals

FIFA has signed another World Cup sponsorship deal with the gambling industry , bringing Greek betting brand Betano on board as a regional partner for the 2026 tournament covering Europe and South America.

The agreement continues Betano’s growing association with FIFA. The company, owned by Kaizen Gaming, 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.

The partnership comes ahead of the 2026 FIFA World Cup , which will be jointly hosted by the United States, Canada and Mexico and will feature 104 matches for the first time in the tournament’s expanded format.

FIFA chief business officer Romy Gai said the organisation has observed Betano’s “genuine commitment” since the previous collaboration, adding that such partnerships help bring fans closer to the game and create new forms of engagement.

The deal also reflects FIFA’s broader commercial push into the betting and gambling sector. The governing body 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.

The total commercial value of FIFA World Cup 2026 is projected to exceed $11 billion in revenue , making 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.

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.

Betano already holds a strong presence in European football, including sponsorships in UEFA competitions such as the Europa League and partnerships with clubs like Aston Villa.