In 2022, Betano made history by becoming the first sports betting operator to seal a partnership with FIFA, prompting mixed reactions within the industry. Fast forward to now, and the Greek-founded brand has solidified its position as an official tournament supporter for the FIFA World Cup 2026 across Europe and South America. This partnership marks its third agreement with FIFA, coinciding with a landmark 104-game event that has already shattered sponsorship revenue records for any standalone sporting occasion.
Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, Betano's parent company, emphasizes that the path to becoming a trusted FIFA partner is driven by both financial considerations and the establishment of trust. "When we became the first sports betting operator to partner with FIFA in 2022, many in our industry questioned the move. The conventional wisdom was that FIFA would keep our industry at arm's length," he recounted. “But we sought a different approach: we are a fully responsible and regulated operator, eager to collaborate and garner trust to operate within society."
Hernando reflects on the Qatar 2022 event, describing it as both an educational experience and an activation of their branding strategies. "It helped us understand FIFA's communication with its audiences and where our brand could add genuine value," he explains. The FIFA Club World Cup 2025 in the U.S. served as a critical test phase, allowing Betano to enhance its strategy before the prestigious World Cup.
By 2026, the partnership has evolved significantly, now approaching it with a comprehensive activation framework that emphasizes fan engagement, the creation of memorable experiences, and the importance of responsible gaming. Hernando points out, "The real value of this relationship isn't just the badge on the broadcast. It's the permission to authentically engage with the football community globally and the standards it sets for us in every market."
The expansion of Kaizen Gaming has been swift. Since Hernando joined from William Hill in February 2021, the company has grown from operating in six jurisdictions to over 20 across four continents. It has received consecutive operator of the year accolades and leads Brazil's online betting market with about 23% market share, surpassing rivals like Bet365.
Its sponsorships have similarly expanded, now encompassing FIFA, UEFA club competitions, notable teams like Bayern Munich, Flamengo, River Plate, FC Porto, and the recently added Tottenham Hotspur, following a two-season partnership with Aston Villa that ended due to new Premier League regulations on gambling sponsorships.
"Our sponsorship portfolio reflects a map of our markets," Hernando states. "Having the right partnership in the right territory aligns closely with audience engagement, something a generic campaign cannot achieve."
Addressing the inevitable questions from CFOs about the returns on these sponsorships, Hernando candidly acknowledges both measurable and immeasurable elements. Advanced technology has permitted insights into brand exposure and audience reach, but he asserts that some aspects—like the emotional connection fans have with clubs—cannot be quantified. "While we may not always present hard numbers for each partnership aspect, the results across our markets affirm our strategy's success."
Trust is crucial in finalizing deals. Hernando clearly states, "If there's no trust in a potential long-term partnership, there will be no agreement. I cannot trust you with my investments if I don't trust you. Considering the financial logic behind each deal is also essential; otherwise, that partnership will likely expire quickly."
The partnership with Tottenham, announced in July 2026, exemplifies innovation in the sponsorship realm, mainly because it's not about traditional visibility. Betano will serve as the club’s training wear partner for the 2026/27 season and will evolve into a betting partnership in Europe and Latin America lasting through 2029. Notably, the Betano logo will not feature on retail training merchandise, making it a live test case for gambling sponsorship amid evolving regulations.
Hernando counters the idea that reduced visibility equates to diminished value, referring to the significant assets they gain, including association with a globally recognized club. Tottenham boasts a broad audience of over 600 million and a rapidly expanding social media following, aligning well with Betano’s growth trajectory focused on Latin America.
He acknowledges the competitive landscape is fierce yet believes in offering a superior product within these markets. "We see potential in Ghana despite the strong local competition. The cost structure for us differs significantly from new entrants because we've already established frameworks and brand recognition."
Despite the promise in emerging markets, Hernando has been strategic about entering the U.S. market. "We have observed many international brands struggling to gain traction in the U.S., which has informed our approach. While we are continuously monitoring the landscape, our presence in Ontario allows us to learn."
Looking forward, his ambition centers on maintaining top three operator status in each market while stressing the importance of adaptability. Hernando articulated a critical insight from his consumer goods expertise, pointing out, "The betting industry excels in technical digital prowess but often lacks marketing fundamentals. Many still imitate rather than innovate. Sponsorship offers a great avenue for brand development, and our guiding principle is NO FOMO—no deal is worth compromising our ethics and framework."
As Kaizen Gaming prepares for a dynamic future, Hernando is committed to flexibility and curiosity. Their strategy will involve continual adaptation and learning, essential in the ever-evolving gambling sector.
