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Fifa has signed up Kaizen Gaming-owned sports betting brand Betano as its first gambling sponsor for the Qatar 2022 World Cup.
The deal designates Betano as a regional supporter for Fifa in Europe, placing it in the third-tier supporter category behind the Fifa partner and World Cup sponsor groups.
As well as gaining branding on backdrops during interviews with European teams, Betano will also get a pitch side LED presence throughout the tournament.
Betano already has several soccer partnerships, including with Brazilian club Fluminense, as well as Portuguese sides Benfica, Porto and Sporting Lisbon. The betting brand also joins Fine Hygienic Holding, YouTube and Visit Las Vegas as a Fifa regional supporter.
“We are proud to be the first sports betting operator to partner with Fifa on the world’s biggest football event,” said George Daskalakis, Kaizen Gaming’s co-founder and chief executive.
“This collaboration will bring us one step closer to millions of football fans across the globe; our goal is to offer them a responsible sports betting experience of the highest standards, that will increase their engagement with Fifa World Cup Qatar 2022.”
Luis Rodriguez, Fifa’s head of partnership development added: “Fifa and Betano have a shared ethos of using technology to enhance the fan experience, and we’re excited to see what they have planned to engage fans around the region.”
