How Kaizen Gaming Builds Partnerships in Sports

When Betano, a subsidiary of Kaizen Gaming, became the first sports betting operator to partner with FIFA in 2022, many in the industry were surprised. Four years later, it is the official sponsor of the FIFA World Cup 2026 in Europe and South America. This is already the third agreement FIFA has made with an operator in preparation for a tournament that set all sponsorship revenue records.

Building Trust Through Sponsorship

Julio Iglesias Hernando, Chief Commercial Officer of Kaizen Gaming, believes that the pathway to partnering with FIFA is equally a story about trust and finance. "When we became the first sports betting operator to partner with FIFA in 2022, many questioned the viability of such a step," he recalls. "The traditional wisdom said that FIFA would keep our industry at arm's length." Qatar 2022 provided valuable lessons on how FIFA engages with its audiences.

The FIFA Club World Cup 2025 in the USA served as a rehearsal, giving Betano a chance to test and refine activation approaches on a large stage. By 2026, the cooperation had become more structured. "Three tournament experiences allowed us to develop a clear activation strategy," notes Hernando.

Growth and Change in Markets

Since Hernando’s arrival from William Hill in 2021, Kaizen Gaming has expanded its presence from six to over twenty regulated jurisdictions. The company is a leader in Brazil's highly competitive online betting market, with a market share of approximately 23%, ahead of Bet365. Its portfolio of sponsorship agreements includes FIFA, UEFA, and recent collaboration with Tottenham Hotspur.

Iglesias Hernando explains that each sponsorship is a calculated step according to the markets in which they operate. However, the main goal remains to establish sustainable partnerships. Without trust, there will be no deal.

Experimentation and Adaptation

The collaboration with Tottenham represents a new type of partnership that goes beyond traditional sponsorship on kits. Betano will serve as the training wear partner for the 2026/27 season, before becoming the official betting partner across Europe and Latin America.

Although new regulations limit visibility, Hernando is confident in the value of assets like association with a well-known club and large-scale activations. "The market has changed," he notes. Companies that can adapt and create value in new conditions survive. The structure of the partnership with Tottenham is an expression of this capability.

Regulation and Strategic Rigor

Kaizen operates only in regulated markets. Hernando emphasizes that cleanliness in terms of regulation is essential for serious partnerships. He is concerned not about specific restrictions, but about inequality in their application. The company adheres to the principle of fair competition and countering the black market.

Which markets should be considered? In February 2026, Kaizen entered Ghana, marking the group’s 20th market. This was part of its strategy to engage with fast-growing markets before their consolidation.

The USA remains an open question. "We always monitor the situation and absorb experiences from North America through Canada," noted Hernando. The leadership is focused on discipline rather than expansion.

Preparing for Changes

According to Hernando, the ability to adapt to change is key to success. Kaizen effectively leverages its marketing knowledge for successful sponsorships, which he believes is not always understood by other market participants.

The company’s secret lies in the refusal to fear missing opportunities and in the pursuit of continuous development and innovation. "There is no other way but to adapt to the environment, trying and learning from mistakes," he concluded.