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.
