Kaizen Gaming's Sponsorship Approach Without FOMO

When Betano became the first sports betting operator to partner with FIFA in 2022, surprise prevailed in the industry. Four years later, the Greek operator officially supports the FIFA World Cup 2026 in Europe and South America. This marks its third collaboration with FIFA, secured for a tournament of 104 matches that has broken sponsorship revenue records.

For Julio Iglesias Hernando, Chief Commercial Officer of Betano’s parent company, Kaizen Gaming, this partnership is as much about trust as it is about money. "By becoming the first sports betting operator to partner with FIFA in 2022, many in our industry questioned the move," he recalls.

Evolution of the FIFA Partnership

The relationship began in Qatar 2022, which served as a lesson in understanding FIFA's communication. The FIFA Club World Cup 2025 in the United States was the rehearsal before the biggest football event in 2026. This experience allowed Betano to have a clear approach on how to create meaningful moments around matches, balancing commercial objectives with responsible gaming principles.

A Value Beyond Media

The real value of the collaboration lies in Betano's ability to authentically engage with the international football community. It is not just about the image on broadcast but about setting a standard for global operations.

Sponsorship Expansion and Strategy

Kaizen's expansion has been swift. Since 2021, with a presence in six markets, they now operate in over 20 regulated jurisdictions. Leading the online betting market in Brazil with approximately 23% market share, their sponsorship portfolio includes collaborations with Bayern Munich and Tottenham Hotspur.

Julio Iglesias Hernando emphasizes the importance of trust and economic logic in sponsorship relationships. "If there is no confidence that the partnership has long-term potential, there is no deal. It’s obvious, but it surprises many."

The Tottenham Experiment

The recent agreement with Tottenham, announced in July 2026, represents a shift with Betano as a training kit partner for one season, evolving into a betting partnership in Europe and LatAm until 2029.

The regional structure underscores the capacity to adapt to current regulatory norms, reflecting on how to leverage valuable partnerships with globally recognized clubs, primarily in situations where visual restrictions impose limits.

Facing the Regulatory Environment

Kaizen operates only in regulated markets, viewing regulation not as a burden but as a requirement to compete at the elite level. However, it underscores the need to apply the rules equitably and combat the black market.

Iglesias Hernando mentions that they have never had to completely rethink their business model due to regulation but have adjusted strategies as necessary.

Looking to the Future

With its focus on expansion, Kaizen has entered several markets by leveraging its existing platform and brand recognition. They aim to be one of the top three operators in every market where they offer Betano.

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