Kaizen Gaming's Betano made history in 2022 by becoming the first sports betting operator to partner with FIFA. Initially met with skepticism, this partnership has blossomed into a significant role for Betano as an official tournament supporter for the FIFA World Cup 2026, covering Europe and South America. This marks the third agreement between Betano and FIFA for an event that's set to host 104 matches, breaking previous records for sponsorship revenue from standalone sporting events.
Julio Iglesias Hernando, the Chief Commercial Officer of Kaizen Gaming, believes that the successful partnership is built on trust rather than just financial considerations. "When we partnered with FIFA, many in our industry questioned the decision, thinking FIFA would distance itself from our sector,” he recalls. “We aimed to approach the situation differently, emphasizing our status as a fully responsible and regulated operator looking to build trust within society.”
According to Hernando, the Qatar 2022 World Cup was pivotal for learning and engagement. It provided insight into FIFA's communication and helped Betano identify ways to add true value and establish trust within the sport. The FIFA Club World Cup 2025 in the United States further allowed Betano to test and refine its activation strategies before the significant 2026 event.
By 2026, their partnership has evolved, with a robust activation framework emphasizing fan engagement and responsible gaming principles. Hernando notes, "Three tournaments of experience mean we approach this partnership with a clear strategy on how we interact with fans and ensure commercial objectives align with FIFA's high standards.
He believes that the partnership's true worth lies beyond mere media exposure. "The real value isn't just having our brand on broadcasts; it's the legitimacy it gives us to connect with football's global community meaningfully and uphold high operational standards.
Betano, under the umbrella of Kaizen Gaming, has rapidly expanded its reach. Since Hernando joined from William Hill in February 2021, the company has extended its presence from six markets to over 20 regulated jurisdictions worldwide. It holds significant market share in Brazil's online betting industry, estimated at approximately 23%, ahead of competitors like Bet365.
The sponsorship portfolio has similarly grown, now encompassing FIFA, UEFA club competitions, Bayern Munich, Flamengo, River Plate, FC Porto, and Tottenham Hotspur. Hernando explains, "Our sponsorships reflect our geographical strategy, focusing on appropriate partnerships that resonate with local audiences, something a general global campaign simply can’t achieve."
When addressing the return on investments, Hernando acknowledges the challenge of quantifying certain aspects. Technology now enables better tracking of exposure levels and audience engagement, but the more subjective benefits—like the emotional connections forged during key moments—are harder to define. "While we might not always provide our CFO with a clear number for every initiative, we understand our purpose, and the positive feedback across markets reinforces our strategy.
Regarding deal negotiations, Hernando firmly states, "Trust in a partnership's potential for longevity is non-negotiable. If I don’t trust you, I can’t manage my finances effectively. It’s straightforward, yet surprisingly overlooked. The rest comes down to commercial viability; without sound economic reasoning, a partnership won’t last."
The partnership with Tottenham, officially announced in July 2026, is considered notable not just for its features, but for its unique structure. Betano will serve as Tottenham's training wear sponsor for just the 2026/27 season, transitioning into a broader betting partnership spanning Europe and Latin America until 2029. Notably, the Betano logo will not appear on training merchandise, effectively testing how a Premier League sponsorship adapts following the removal of front-of-shirt logos from gambling partners.
Hernando disputes the idea that decreased visibility translates to diminished value. "True, restrictions limit some visibility due to regulations, but our partnership offers extraordinary assets—aligning with a major Premier League club while still engaging audiences meaningfully.”
Describing Tottenham’s global audience and the synergy with Betano’s focus in Latin America, Hernando emphasizes the adaptive strategies necessary in today’s market. “Those that adapt and provide value within their regulatory frameworks will thrive. Betano has embodied this approach across diverse markets, and our arrangement with Tottenham reflects this capability.
Kaizen Gaming prioritizes operating within regulated markets, a principle Hernando views as foundational. “Regulation shouldn’t be seen as a hurdle; it’s our necessary entry to compete in the markets we choose. We cannot establish valuable relationships without a clean regulatory footprint.”
He is more concerned about uneven enforcement of regulations than specific restrictions, noting, “It's critical to ensure a level-playing field and combat the black market. Implementing stringent regulations in areas with accessible unlicensed platforms only shifts consumer activity toward them.”
Discussing future expansion, Hernando assesses entry into Ghana in February 2026, where a major competitor commands a significant market share. He highlights that Kaizen evaluates markets as part of a comprehensive strategy rather than individually, offering a competitive edge in terms of resources and brand recognition. “We recognize the challenges in Africa. There are strong local competitors, but we believe our advanced sportsbook and gaming offerings can provide a meaningful advantage.”
Despite the eye on growth, Hernando acknowledges the US remains a potential market. “We’ve chosen to approach the US market strategically while learning through our operations in Ontario, Canada.” Aspiring to be a leading operator in all their markets, he underscores the importance of measured growth.
Hernando reflects on lessons from consumer goods that contrast with the gambling industry's marketing practices. He asserts, "What I see is our industry’s strong digital skills juxtaposed with a fundamental misunderstanding of marketing basics. Some in this industry merely replicate others without grasping their purpose."
Looking toward the future, Hernando shares their guiding principle: "No FOMO. We will not compromise our values for any deal." He identifies sponsorship as a significant tool for brand development, illuminating their commitment to calculated, principled participation. "Our path involves continuous adaptation and learning—always trying, failing, and adjusting accordingly, as it’s the only sustainable approach."
