FIFA has announced a milestone in its commercial history by appointing an official betting partner for the World Cup for the first time.
Betano, the bookmaker of multinational operator Kaizen Gaming, has announced that the company has been selected as the governing body of football. The partnership will be used to “engage and excite” football fans around the world during the tournament currently taking place in Qatar.
Kaizen Gaming CEO and Co-Founder George Daskalakis Commented on the Partnership: «We are proud to be the first sports betting operator to partner with FIFA on the world’s biggest football event. This collaboration will bring us one step closer to millions of football fans across the globe.»
The company emphasized that its main goal is to provide fans with a responsible sports betting experience «at the highest level», which will increase participation in the competition, which began on Sunday.
The deal follows a series of football-focused deals signed by Kaizen Gaming earlier this year that saw Betano partner with FC Viktoria Plzen of the Czech Republic, Fluminense of Brazil and FC Porto of Portugal.
FIFA Head of Partnership Development Luis Rodriguez 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. On the eve of the FIFA World Cup, this is an exciting announcement as we enter a new industry.»
In an interview with SBC earlier this year, Sportsbooks Kaizen Gaming Chief Product Officer Christos Tsalavras explained the group’s strategy to prepare for this year’s World Cup.
He stressed that the new environment in which this important event will take place has played an important role in internal discussions. As part of this European deal with FIFA, Tsalavras said: «Adding a local touch is always key in our strategy, despite our challenging expansion plans. Moreover, you can expect product-led enhancements and innovations that will cater for a competitive customer experience for both recreational and more savvy/experienced audiences.»
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