05/18/26 11:07:00
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05/18 08:06 CDT FIFA signs another World Cup sponsor deal with the gambling
industry
FIFA signs another World Cup sponsor deal with the gambling industry
By GRAHAM DUNBAR
AP Sports Writer
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.
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AP World Cup coverage: https://apnews.com/hub/fifa-world-cup
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