World soccer's governing body FIFA has landed its first gambling sponsor after striking a last-minute deal with sports betting firm💹 Betano ahead of its flagship World Cup national teams tournament in Qatar.
The deal sees Betano, owned by Greek company Kaizen💹 Gaming, become a regional supporter for FIFA in Europe – the governing body’s third-tier sponsorship category behind FIFA partner and💹 World Cup sponsor groups.
The regional supporter category, previously the named national support category, allows a maximum of 20 brands to💹 activate around the tournament on a pan-regional basis in five regions – Europe, North and Central America, South America, the💹 Middle East and Africa, and Asia.
Under the deal, Betano gains a pitch side LED presence, as well as branding on💹 backdrops for interviews featuring European teams.
George Daskalakis, Kaizen Gaming co-founder, said: “We are proud to be the first sports betting💹 operator to partner with FIFA on the world’s biggest football event.
“This collaboration will bring us one step closer to millions💹 of football fans across the globe; our goal is to offer them a responsible sports betting experience of the highest💹 standards, that will increase their engagement with FIFA World Cup Qatar 2024.”
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Betano is currently operating in 10 countries including Germany, Portugal, Czech Republic, Bulgaria,💹 and Romania in Europe, and said it will use its FIFA partnership to "engage and excite" fans around the world💹 during the tournament.
The move by FIFA to strike its first sponsorship deal with a betting operator will open up opportunities💹 for its next World Cup to be held across the US, Canada, and Mexico.
Several US states have legalized betting in💹 recent years and the world governing body is likely to create a betting package that covers exclusive data rights, as💹 well as sponsorship rights for the tournament.
Sports betting is already legalized in Mexico and Canada.
Luis Rodriguez, FIFA’s head of partnership💹 development, said: “FIFA and Betano have shared ethos of using technology to enhance the fan experience, and we’re excited to💹 see what they have planned to engage fans around the region.
“On the eve of the FIFA World Cup, this is💹 an exciting announcement as we enter a new industry.”
The Betano deal was one of four last-minute agreements struck by FIFA💹 to sell out its sponsorship packages ahead of this year’s tournament.
Fine Hygienic Holding was the final regional supporter to sign💹 up and will provide disinfectants, cleaning products, and hand sanitizer across all tournament locations.
It joined video streaming platform YouTube and💹 Visit Las Vegas, the marketing and promotional arm of the US city, as the final regional supporters.
Addressing the full house💹 of sponsors, FIFA president Gianni Infantino said: “It is fantastic to forge such fruitful collaborations with our valued commercial partners💹 and sponsors for this incredible spectacle – the first-ever FIFA World Cup in the Middle East.
“Their support not only contributes💹 towards the successful delivery of this ground-breaking tournament, but it also ensures that essential funds are channeled to our 211💹 member associations and various worldwide programs which contribute to the ongoing development of the game worldwide, helping to make football💹 truly global.”
The 2024 FIFA World Cup in Qatar started on Sunday (November 20) and will end on December 18.
