In 2022, Betano made history as the first sports betting operator to partner with FIFA, stirring surprise rather than jealousy in the industry. Now, as an official tournament supporter for FIFA World Cup 2026 across Europe and South America, Betano has secured its third agreement with FIFA for an event that is set to feature 104 games, part of a commercial program that has shattered sponsorship revenue records for standalone sporting events.
Julio Iglesias Hernando, Chief Commercial Officer of Kaizen Gaming, which owns Betano, shared insights on how their partnership with FIFA has developed, emphasizing trust over mere monetary considerations.
"When we became the first betting operator to partner with FIFA in 2022, many industry voices raised concerns. The typical belief was that FIFA would distance itself from our sector," he recalls. "Our approach aimed to find alternative solutions: we position ourselves as a responsible and regulated operator, eager to collaborate and learn while earning society’s trust."
Reflecting on the Qatar 2022 tournament, Iglesias Hernando noted it was a learning experience focused on education as much as activation. "We gained insights into FIFA’s communication styles, where our brand could genuinely contribute, and methods to cultivate trust. The FIFA Club World Cup 2025 in the U.S. further allowed us to test our strategies on a significant FIFA platform before the World Cup."
By 2026, their partnership had evolved considerably. "With three tournaments behind us, we now approach our partnership through a clear framework: how to engage fans, create meaningful experiences around matches, and align our commercial objectives with FIFA’s high standards of responsible gaming."
Iglesias Hernando emphasized that the most significant aspect of the partnership lies beyond broadcast visibility. "The true value is not just in the logo on screen; it’s the authenticity granted to us to engage with the global football community and the operational standards we set for ourselves."
Kaizen has experienced significant growth in recent years. When Iglesias Hernando joined from William Hill in February 2021, Kaizen operated in six markets; it now spans over 20 regulated jurisdictions across four continents. The operator has claimed consecutive 'Operator of the Year' titles and holds roughly 23% of Brazil’s competitive online betting market, ahead of Bet365.
The expansion of their sponsorships mirrors this success, including alliances with FIFA, UEFA club competitions, Bayern Munich, Flamengo, River Plate, FC Porto, and more recently, Tottenham Hotspur. This last partnership follows a two-season deal with Aston Villa, which ended due to the Premier League's gambling sponsorship ban.
"Our sponsorship strategy is intentionally mapped against our markets," Iglesias Hernando stated. "The right partnerships in the right regions with suitable clubs yield outcomes that generic global campaigns simply can’t achieve."
Addressing the inevitable query from CFOs regarding returns, he candidly described the measurable aspects of sponsorships. "Technology allows us to track important factors like brand exposure and audience reach. However, some impacts cannot be quantified, such as the cumulative value of presence during key moments for fans and the credibility gained from affinity with beloved clubs."
While Iglesias Hernando admitted not every initiative delivers a clear metric for financial returns, he affirmed the purpose behind these partnerships, noting that results in their markets support their approach.
On what secures a partnership or leads to its downfall, he replied straightforwardly: "Trust in the potential for a long-term relationship is critical; without it, there’s no deal. If I don’t trust you, I can’t trust you with my money. This may seem basic, but many overlook it. The rest boils down to commercial logic — without economic rationale, any deal will be short-lived."
The partnership with Tottenham, unveiled in July 2026, stands out as it redefines expectations. Betano will be the club's training wear partner for the 2026/27 season—replacing BetMGM—before transitioning to a betting partnership for Europe and Latin America through to 2029. Notably, Betano’s branding will not appear on retail training apparel, creating a live experiment to determine the impact of Premier League gambling sponsorships post-front-of-shirt bans. Iglesias Hernando believes this could represent a new model for sponsorships moving forward, albeit with uncertainties.
"Yes, restrictions reduce visibility, that’s the reality in the UK. Yet, we have secured valuable assets: our association with one of the top Premier League clubs for the coming three seasons, a high profile in training gear, and engaging partnership activations."
The geographical strategy of the partnership is also informative. With Tottenham boasting an audience exceeding 600 million and one of the fastest-growing social media presences in the Premier League, and Betano concentrating its efforts in Latin America, this collaboration effectively bridges their two markets.
Iglesias Hernando remarked on the shift within the market. He emphasized that success will favor companies that adapt and create value within their regulatory frameworks rather than lamenting lost opportunities. "Betano has successfully navigated multiple markets with this mindset, and the Tottenham partnership exemplifies that adaptability."
Kaizen’s commitment to operating solely in regulated markets remains a key principle. Iglesias Hernando views regulation not as a hindrance but as essential entry criteria for competition. "Some frame it as a burden; for us, it’s crucial to build relationships. Without a clean regulatory foundation, those connections won't materialize."
He expressed concern regarding unequal application of regulations rather than specific laws. "A level playing field is imperative, and taking action against the black market is crucial. Implementing restrictive measures in environments where unlicensed gambling is accessible only drives consumers toward them."
When asked if increased regulation had ever necessitated a fundamental re-evaluation of their approach, he indicated otherwise: "Our strategies have pivoted many times, but we've never needed to overhaul our entire business model."
Kaizen’s expansion strategy is methodical. Entering Ghana in February 2026 marked its 20th market and second in Africa, a competitive field led by a firm holding approximately 60%-65% market share. "We don’t see markets in isolation but as interconnected parts of a larger portfolio," he explained, highlighting that their established platform and compliance frameworks create a different cost perspective compared to new entrants.
Iglesias Hernando acknowledges the challenges in Africa, stating there are local contenders with loyal followings. Drawing on Betano's strengths, he believes in delivering a superior product with a deeper sportsbook and diverse gaming options not yet widely available.
Despite the evident challenges, Kaizen remains committed to timely positioning in rapidly growing markets before consolidation occurs.
The U.S. market poses another intriguing question. While Betano sponsors a World Cup largely hosted in the United States, Iglesias Hernando explained that engaging there has been a strategic decision. "We’ve observed many foreign brands face significant losses chasing U.S. market share. However, we continue to monitor developments and acquire insights through our experience in Ontario, Canada."
Kaizen’s aim is to maintain focus without spreading too thin, aspiring to rank among the top three operators in every market where Betano is active.
When discussing marketing practices, Iglesias Hernando pointed to a critical gap in the industry, contrasting his past experiences in consumer goods. "Our sector excels in digital expertise yet shows a glaring ignorance of fundamental marketing concepts. Many still mimic others without understanding the rationale behind their actions. Sponsorship exemplifies this flaw."
Looking towards 2030, he revealed Kaizen’s guiding principle: "NO FOMO. No deal is so significant that it justifies compromising our principles. We see sponsorship as a means for brand development with clear criteria for action and reservation."
In an industry often reactive to competitor moves, this calculated restraint is a distinctive stance for Kaizen. Their forward-looking strategy emphasizes adaptability, curiosity, and the willingness to test and learn repeatedly, forming the core of their operational philosophy.
