FIFA has various regulations that strengthen its control over sponsorship and marketing. The host venues for World Cup matches must comply with these regulations. One of these regulations is that no gambling advertising will be allowed at venues for the 2026 World Cup. This supersedes any agreements between venues and betting providers. FIFA wants only its official sponsors to be visible.
Stadium branding
FIFA treats naming rights as advertising, which means that most of the stadiums will have to change their corporate names temporarily to geographic ones. For example, Hard Rock Stadium will become Miami Stadium. The only exception will be the Mercedes-Benz Stadium in Atlanta, due to engineering restrictions.
To comply with the regulations, stadiums will also have to cover up or remove any logos or advertisements not approved by FIFA.
Given its intrinsic connection to sports events, it is natural for betting brands to advertise in stadiums. Many stadiums have deals with betting operators that involve visible branding, and the ads may encourage immediate in-play betting. Stadiums will have to take down any in-stadium betting brand advertising on physical signage and change LED screen displays.
As of early 2026, 38 U.S. states and Washington, DC have legalized sports betting, so interest is high. Even though sportsbooks will lose in-stadium visibility, gambling advertising will still feature during TV broadcasts.
Industry experts expect the 2026 World Cup to be the biggest betting event in North American history. It will feature more teams (48) and matches (104), so there will be more opportunities for retail sports betting and online gambling. According to projections, betting could exceed $3 to 4 billion. Surveys show that over 41% of regular players plan to wager on the games, and 29% will be placing bets for the first time.
FIFA tightens gambling ad restrictions
The total global turnover from betting on soccer is worth billions. This is the reason FIFA gives for its tight gambling ad restrictions. It has issued a reminder to all its member organizations, reinforcing its ban on gambling sponsorships. This applies to everything from advertising on the jerseys of referees to branding in the video operation room (VOR) and referee review area (RRA). These areas play a significant role in ensuring that decisions during matches are fair.
FIFA wants to protect the integrity of soccer, and by keeping gambling ads out of all areas directly related to officiating, they want to be on the safer side. Avoiding gambling ads will help FIFA avoid the appearance of conflicts of interest.
Extensive gambling advertising is linked to higher gambling rates, and FIFA’s restrictions reflect the desire to avoid being directly associated with potential gambling addiction issues. Sports betting is a favorite leisure activity for many, but it can become a problem for some individuals.
The legal landscape of sports betting in the United States
Sports betting is fully legal in some of the host cities where matches will take place and not in others. According to the World Cup schedule, eleven US cities will host matches. In two states, California and Texas, sports betting isn’t legal. The other host cities are in states with legalized sports betting markets.
Sports betting is likely to be an important part of the FIFA World Cup, and fans will be placing their bets through apps and online platforms.
FIFA betting partners will stream World Cup matches
FIFA appears to have a different attitude towards physical venue gambling advertising restrictions and digital exposure. Despite the bans on gambling advertising at venues hosting World Cup matches, FIFA has partnered with data providers to stream matches for betting platforms through 2029.
FIFA recently made a four-year deal with Chicago-based data provider Stats Perform. It will provide betting data to licensed sports betting operators. Its Opta subsidiary will supply these gambling industry clients with official player statistics and insights. FIFA Member Association competitions powered by FIFA+ also get exclusive betting rights to many seasonal matches.
