Betano made headlines in 2022 as the first sports betting operator to partner with FIFA, a decision that left many in the industry puzzled rather than envious. Fast forward to 2026, and the Greece-based operator is now an official supporter of the FIFA World Cup, which spans across Europe and South America. This marks Betano's third partnership with FIFA, coinciding with a tournament that has shattered previous sponsorship revenue benchmarks for standalone sporting events.
Julio Iglesias Hernando, Chief Commercial Officer of Betano's parent company, Kaizen Gaming, emphasizes that becoming a FIFA partner is as much about building trust as it is about financial investment. "When we first partnered with FIFA, many questioned our decision. The prevailing belief was that FIFA would distance itself from the gambling industry," he said. "We sought a different approach, demonstrating that we are a fully regulated and responsible operator willing to engage and learn in order to earn the trust of society."
Iglesias Hernando describes the 2022 World Cup in Qatar as a learning experience. It was pivotal for understanding FIFA’s audience communication strategies and determining where Betano could contribute positively and gain trust. The subsequent FIFA Club World Cup in the United States served as a practice run, allowing Betano to refine its activation strategies ahead of the major football event.
By the time the 2026 tournament approaches, the partnership has evolved significantly. "With three tournaments under our belt, we now employ a structured activation framework that guides how we connect with fans and align our commercial objectives with the responsible gaming standards expected of a FIFA partner," he explained.
Iglesias Hernando emphasizes a perspective beyond mere media exposure. "The true value of our relationship lies not just in being recognized on broadcasts but in the authentic engagement opportunities it affords us with the global football community and the operational standards it imposes on us everywhere we conduct business."
Kaizen Gaming's growth has been remarkable. Iglesias Hernando joined in February 2021 from William Hill, when the company only operated in six markets. Since then, it has expanded to over 20 jurisdictions worldwide, collecting consecutive awards as operator of the year, and currently leads the online betting market in Brazil with approximately 23% market share, ahead of competitors like Bet365.
The sponsorship portfolio has expanded in tandem, now including collaborations with FIFA, UEFA competitions, Bayern Munich, Flamengo, River Plate, FC Porto, and Tottenham Hotspur. This latest partnership replaces a previous deal with Aston Villa, which ended due to Premier League restrictions on gambling sponsors.
"Our sponsorships map out our market strategy," Iglesias Hernando stated. "Choosing the right partnership for the right audience improves outcomes in ways a generic global campaign cannot."
He acknowledges the challenge of justifying these deals financially, admitting that not all benefits are quantifiable. While technology provides improved insights into metrics like brand visibility and audience reach, the intangible advantages of being part of significant moments for fans and establishing brand loyalty with popular clubs are harder to measure. "We might not always have clear figures for our CFO regarding every aspect, yet we understand the purpose behind our efforts, and market results keep affirming that belief," he said.
Regarding what makes or breaks a sponsorship deal, Iglesias Hernando is direct: "If there isn't trust that this partnership can be long-term, there isn't a deal. Trust in a financial sense is non-negotiable. If I don't trust you, I can’t trust you with my money. It's surprisingly straightforward yet often overlooked. Without a sound economic rationale, any deal will be short-lived."
The partnership with Tottenham Hotspur, announced in July 2026, is particularly intriguing due to its structure. Betano will serve as the club's training wear sponsor for the 2026/27 season and will evolve into a betting partnership spanning Europe and Latin America through 2029. Intriguingly, the Betano logo will not feature on retail training merchandise, effectively turning this arrangement into an experiment in Premier League gambling sponsorship post-front-of-shirt restrictions.
Iglesias Hernando challenges the concern that reduced visibility equates to diminished value. He states, "The Premier League's front-of-shirt rules do limit visibility, but our partnership gives us access to influential assets: aligning with a globally recognized club for the next three seasons, presence on training wear, and engaging partnership activations are invaluable."
The strategic alignment between Tottenham's vast global audience—exceeding 600 million—and Betano's growing presence in Latin America is intentional.
"The market is evolving," Iglesias Hernando stresses. He advocates adaptability for success in navigating intricate regulatory frameworks rather than simply lamenting lost opportunities. "Betano embodies this adaptability. Our partnership with Tottenham reflects our capability to innovate in response to changing market dynamics."
Kaizen Gaming operates exclusively within regulated markets, a choice Iglesias Hernando sees as crucial. He views regulations not so much as obstacles but as prerequisites for competing in the desired market segment. "You can’t form valuable relationships without a clean regulatory record," he affirmed.
Concerns arise not from specific restrictions but from unevenly enforced regulations. "A level playing field is essential. It’s equally important to act against the black market. Enforcing strict regulations in environments where unlicensed platforms thrive fuels their growth rather than curbing it."
Despite stringent regulations, Iglesias Hernando describes needing to pivot strategies rather than completely overhaul their commercial model.
Kaizen Gaming's expansion strategy is methodical. Ghana, the group's newest market since February 2026, is currently dominated by a competitor with a reported 60%-65% share. But Iglesias Hernando envisions additional benefits. "We see all markets as part of a consolidated portfolio. Our presence in Ghana or Ecuador is less costly due to existing platforms, compliance frameworks, and brand recognition."
He fully acknowledges the ramifications of local competition. "Africa presents fierce local competitors with loyal customer bases. We won't underestimate the market, but we believe Betano can offer superior products that many regions have yet to see at scale."
With eyes set on high-growth markets, he articulates the timeliness of establishing a foothold before significant consolidation happens. The U.S. market remains a conspicuous absence in Betano's strategy, despite sponsoring a World Cup primarily hosted there. "Avoiding the U.S. market has been a strategic choice after observing numerous international brands face serious losses while trying to gain traction. We're actively monitoring the market while learning from our experiences in Ontario, Canada."
Kaizen aims for disciplined growth rather than expansive sprawl, aspiring to become a top-three operator in every region where Betano is present.
Reflecting on his transition from consumer goods to the gambling industry, Iglesias Hernando critiques his current field for a lack of marketing acumen. "Our industry excels in digital capability but falls short in fundamental marketing knowledge. Many are simply imitating rather than understanding. Sponsorship illustrates this disconnect."
As Kaizen sets its sights on 2030, Iglesias Hernando reveals their guiding philosophy: "NO FOMO. No deal is essential enough to compromise our principles. Sponsorship is a brand development tool with predetermined criteria guiding our decisions."
In an industry where sponsorship often reacts to competitors' moves, Kaizen's restraint is distinctive. Moving forward, Iglesias Hernando envisions flexibility and curiosity as guiding principles, encouraging adaptation and learning from failed experiments in this ever-evolving market.
