People participate during a Unity Celebration event on the Sydney Harbour Bridge in Sydney, Sunday, June 25, 2023, as part of the lead up to the FIFA Women's World Cup soccer tournament. Australia and New Zealand will co-host the women's World Cup starting on July 20. (AP Photo/Rick Rycroft)
FIFA has its first gambling sponsor for the Women’s World Cup, announcing a deal Monday with the New Zealand state monopoly betting agency TAB.
FIFA said TAB will be promoted in the four New Zealand stadiums at the July 20-Aug. 20 tournament being co-hosted with Australia. The value of the sponsorship was not disclosed.
The deal follows a gambling sponsorship for FIFA at the men’s 2022 World Cup in Qatar, also in the third-tier “supporter” category, to promote the Betano brand in Europe.
The New Zealand betting agency returns commission to sports it takes bets on, and paid NZ$2.4 million ($1.48 million) to the national soccer federation last year.
Soccer bodies are increasingly making deals with the gambling sector even as their own rules bar players, referees and officials from betting on games or having financial interests in betting industry operators.
UEFA signed betting operator bwin to a three-year deal in 2021 for the Europa League and Europa Conference League.
The stunning indictment that led to the arrest of more than 30 people — including Miami Heat guard Terry Rozier and other NBA figures — has drawn new scrutiny of the booming business of sports betting in the U.S. The multibillion-dollar industry has made it easy for sports fans — and even some players — to wager on everything from the outcome of games to that of a single play with just a few taps of a cellphone. But regulating the rapidly-growing industry has proven to be a challenge. Professional sports leagues’ own role in promoting gambling has also raised eyebrows.
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