Kaizen Gaming has agreed with FIFA to make Betano an official supporter of the 2026 World Cup in Europe and South America. The company said the deal includes tournament-related commercial assets and fan activations, with responsible gambling tools planned for the betting platform.
The agreement gives Betano commercial rights and a promotional role around the 2026 World Cup.
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Kaizen Gaming said proposed restrictions in Buenos Aires province, including a bill to prohibit online gambling, could drive players to illegal offshore sites. Regulatory affairs senior manager Gabriel Buenos said the company supports player-protection measures but believes proposals should be assessed for their effect on the regulated market. He also cited estimates that offshore sites account for 80% of online gambling in Argentina.
Kaizen Gaming cautioned that plans to prohibit internet betting in Buenos Aires province risk sending more players to illegal offshore sites. Gabriel Buenos, a senior regulatory affairs manager at Kaizen Gaming, said the operator favours strong regulation but cautioned against steps that would send more players offshore. The company's Betano brand holds a licence in the province.
Betano said it was prioritising employee retention during the betting prohibition. The Kaizen Gaming brand said it was fully complying with Provisional Measure No. 1.394/2026.
Allwyn said its previous 2026 Adjusted EBITDA margin guidance of about 37% would no longer apply if Brazil's prohibition on online sports betting and iGaming remains in force through year-end. The company is assessing the effect on its 36.75% stake in Kaizen Gaming; Betano is evaluating mitigation measures and preparing legal action, Allwyn said.
Brazil's government issued Provisional Measure 1.394/2026 on 25 September, provisionally prohibiting fixed-odds betting and online gambling, according to the report. Licensed companies have ten days to close operations, and the measure still requires parliamentary approval. Flutter said it had stopped operating in Brazil and estimated that a shutdown through the rest of 2026 would reduce revenue by about US$70m and adjusted EBITDA by about US$20m.
A study of World Cup 2026 broadcasts counted 9,360 prediction-market logos and 6,429 betting-operator logos in match footage, reportedly including brands shown together. The report says the international FIFA feed carried the same advertising to viewers in Italy, where the 2019 gambling-advertising ban applies, and questions whether broadcasters could face liability under existing AGCOM guidance.