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Football: Respect and dialogue needed to restore normality as breakaway league is strongly disapproved
The FIFA President emphasised his full support to the European sports model, a successful model of openness and inclusivity, promotion and relegation
FIFA President Gianni Infantino has called for respect and dialogue as he expressed FIFA’s strong disapproval of the proposed European breakaway league project, and has requested that the concerned parties consider their position in line with respecting the institutions that exist to protect the interest of national, European and global football.
“FIFA is an organisation which is built on values, the true values of sport,” said the FIFA President in his address to the 45th Ordinary UEFA Congress in Montreux, Switzerland. “It is an organisation that is built on our statutes, the statutes that define the institutional framework, with the pyramid, with FIFA, the confederations, the associations, the leagues, the clubs, the players. And at FIFA, we can only strongly disapprove the creation of a super league which is a closed shop, which is a breakaway from the current institutions, from the leagues, from the associations, from UEFA and from FIFA, which is outside of the system. There is no doubt whatsoever of FIFA’s disapproval for this.”
The FIFA President emphasised his full support to the European sports model, a successful model of openness and inclusivity, promotion and relegation, and a model that he promoted in his 16 years at UEFA: “FIFA is here, and I am here today as FIFA President, to bring full support to European football, to UEFA, and the 55 member associations of UEFA and of FIFA, to the leagues, clubs, players and to fans. To all the fans, all over Europe, and actually all over the world as well.”
“We can see that there is a lot to throw away for the short-term financial gain of some,” the FIFA President added. “People need to think very carefully, they need to reflect, and they need to assume responsibility. They need to think not only of their shareholders, but they need to think about all the people, of all the fans, of all those who have contributed to make European football what it is today. It goes back not only decades, it goes back more than one hundred years. People – with love, with passion, with commitment – have created all this. And we need to protect this. It is our task.”
“FIFA is a democratic organisation, an organisation that is open,” the FIFA President concluded. “Everyone can bring ideas and proposals, but always with respect for the institutions, leagues, associations, UEFA and FIFA. With respect for the history and with the respect for the passion of so many people around the world. I understand as well that in these particular days, emotions are very high, but we need to always keep the line. Football is hope, and it is our responsibility to make hope reality. So we hope that everything will go back to normal, and that everything will be settled, but always with acting responsibly, with respect, with solidarity, and always in the interest of national, European and global football.”
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eSports
McDonald’s Germany signs on as presenting partner for G2 NORD and G2 Hel
McDonald’s Germany has partnered with G2 as presenting partner of G2 NORD, the organisation’s League of Legends academy team competing in Germany’s Prime League. The deal also includes support for the return of G2 Hel, G2’s women’s League of Legends team.
Under the agreement, McDonald’s Germany branding, including the “ich liebe es” (I’m lovin’ it) tagline, will appear on G2 NORD and G2 Hel jerseys. The partners also plan a year-long content programme focused on player storytelling and behind-the-scenes access, including a series featuring team president Niklot “Tolkin” Stüber.
G2 positioned the partnership around its regional development pathway. G2 NORD was formed earlier this year through a collaboration between G2 and NORD Esports, and the organisation said the roster has already won the Prime League Winter Snowdown and reached the playoffs in its first EMEA Masters run.
The company said McDonald’s Germany’s backing enables G2 Hel’s return, with the team set to compete in the upcoming Game Changers circuit. “This partnership goes beyond traditional sponsorship, it’s a shared commitment to pushing the boundaries of talent development and creating meaningful opportunities within the space,” said Alban Dechelotte, CEO of G2. Stijn Mentrop-Huliselan, CMO of McDonald’s Germany, added: “We’re proud to support G2 Nord and to celebrate the return of G2 Hel – a strong signal for equity, visibility and inclusion in esports.”
To launch the collaboration, McDonald’s and G2 released an announcement video featuring Jankos, Sola, Tolkin, Team Nord and Caltys, produced in-house by G2. McDonald’s Germany said its lead agency Scholz & Friends supported the development and execution of the partnership.
The post McDonald’s Germany signs on as presenting partner for G2 NORD and G2 Hel appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Brazil
Entain names Sérgio Buono as new Head of Market Strategy for Brazil
Former Accenture and BCG executive steps in to lead strategic planning and support the long-term expansion of the local operation
Entain, the FTSE-listed British sports betting and entertainment giant and one of the world’s largest gaming operators, has officially announced the appointment of Sérgio Buono as its new Head of Market Strategy in Brazil.
In the Brazilian market, Entain’s core commercial operations are driven by Sportingbet, one of the jurisdiction’s premier online sports betting and entertainment brands.
Buono will be responsible for leading the company’s strategic planning efforts, with a sharp focus on business growth and the deployment of key operational initiatives.
His role will involve direct cross-functional collaboration with core divisions, including Marketing, CRM, Product, and Technology, providing data-driven insight to support decision-making and align local execution with Entain’s long-term global corporate goals.

Strategic background in Business Transformation
Prior to joining Entain, the executive served as a Principal Director at Accenture Strategy and a Project Leader at the Boston Consulting Group (BCG).
Throughout his consulting career, Buono has accumulated extensive expertise in corporate strategy, business transformation, and operational development across major tier-one companies in Brazil.
This strategic executive hire comes at a critical time of maturity and professionalization for the Brazilian gaming ecosystem, which has rapidly climbed to global prominence following the comprehensive implementation of federal market regulations.
“The greatest challenge, and also the highest potential, lies in working for a global multinational with such a dominant brand in a market that remains fresh, highly competitive, and dynamic,” stated Sérgio Buono, newly appointed Head of Market Strategy.
“Entain seamlessly bridges proprietary technology, human capital, and AI capabilities at a global scale. The real opportunity here is to translate those massive global assets into tangible, sustainable growth for our local business.”
With an established international footprint across multiple regulated jurisdictions, Entain continues to scale its organizational infrastructure and strategic investments in Brazil, reinforcing the group’s long-term corporate commitment to innovation, technology, and sustainable market expansion.
The post Entain names Sérgio Buono as new Head of Market Strategy for Brazil appeared first on Americas iGaming & Sports Betting News.
Brazil
Superbet unveils massive World Cup 2026 srategy for Brazil and US
The first federally regulated operator in Brazil launches high-impact marketing campaigns, high-scale live activations, immersive fan zones, and Latin America’s first collective free-to-play game to secure market leadership.
Superbet Group has announced an extensive corporate strategy for the upcoming World Cup 2026, positioning the brand not merely as an advertiser but as a central engine of the sports entertainment ecosystem.
Serving as the flagship initiative under its current brand platform, “Você Sente Quando É Super” (You Feel It When It’s Super).
The strategy developed by the first federally regulated company in Brazil aims to turn the tournament into a massive collective experience, connecting sports, technology, culture, and proprietary brand activations across national and international jurisdictions.
“We are deploying the most substantial financial and operational effort in the history of Superbet’s Brazilian operations, far exceeding our previous investments in major events like the Copa América and Carnival,” stated Patrícia Prates, Chief Marketing Officer at Superbet Brazil.
“Approximately 35% of our total annual budget will be concentrated around the World Cup during June and July.
This investment will seamlessly link live broadcasting, sponsorships, proprietary fan experiences, innovative products, and strategic activations across both Brazil and the United States.”
Media domination and Latin America’s first collective F2P game
As the exclusive sports betting brand securing master sponsorship rights for the official tournament broadcast on TV Globo—the country’s largest media network—Superbet will hold a commanding presence throughout the competition’s premium coverage.
This broadcast ecosystem will feature custom branding and contextual sports analysis integrated into the new “Minuto Superbet” segments.
On the product development front, the company is launching “Passa a Bola” (Pass the Ball), a groundbreaking free-to-play (F2P) collective game that transitions the traditional, individual sports betting interface into a highly interactive, peer-to-peer social dynamic.
A pioneer product in Latin America, the game was designed specifically around the social habits of Brazilian football fans, which rely heavily on messaging groups, shared predictions, and live match interactions.
Superbet projects that its hybrid entertainment ecosystem will reach an audience of over 100 million consumers across traditional television and digital media channels.

Strategic US footprint and official broadcasting alliances
- The Kwai Arena (USA): Superbet has secured the naming rights for a specialized project developed by Kwai for Business and the SAMY agency.
The venture will establish high-capacity hospitality hubs, live content creation spaces, and interactive fan experiences directly on US soil during the tournament.
- Official Radio Sponsorship: Rádio Mix has finalized a formal broadcasting agreement with FIFA to air the World Cup 2026.
The network is launching a robust multi-platform coverage strategy encompassing specialized programming and digital content, fully backed by Superbet’s corporate sponsorship.
Multi-channel campaign launches alongside National Team Selection
The company’s World Cup market offensive officially debuts on Monday, May 18, 2026, through a nationwide 360-degree marketing campaign starring Brazilian football icons Cafu, Zinho, Renato Gaúcho, and Túlio Maravilha.
Built around the collective passion for football, the “Convoque os Seus” (Summon your squad) campaign premieres its first cinematic piece, titled “A Convocação” (The Selection).
The piece is strategically timed to air during prime-time television on TV Globo immediately following the official announcement of the Brazilian National Team roster—a cultural moment where every fan assumes the role of the national coach.
The debut commercial features brand ambassador Cafu initiating his own “Captain’s Selection” on the beaches of Rio de Janeiro, bringing together Zinho, Túlio Maravilha, and Renato Gaúcho.
The cinematic launch also introduces the mechanics of the “Passa a Bola” F2P game, which is further detailed in the second commercial of the series.
The campaign concludes with a third film, titled “Chute Certo”.
The production was shot across two iconic locations in Rio de Janeiro: Grumari Beach and the Nilton Santos Olympic Stadium (Engenhão).
Following the TV premiere, the multi-channel campaign will expand into street-level marketing activations, programmatic digital media, and influencer-led content to capture fan feedback and live interactions in real time.
Immersive live experiences: naming rights for major fan zones
Superbet is significantly expanding its physical infrastructure footprint by securing exclusive naming rights for two of the largest fan zones in Brazil:
- Village Superbet (Rio de Janeiro): A massive experiential festival arena uniting live sports broadcasts, live music, and immersive brand experiences.
- Arena Brasileira (São Paulo): A premium hospitality hub dedicated to corporate relationship building, live viewing events, content creation, and major live concerts during the Brazilian National Team matchdays.
Safer gambling and regulatory compliance
In parallel with its massive marketing deployment, Superbet is reinforcing its strict corporate commitment to safer gambling, consumer protection, and technical compliance throughout the tournament.
The operator utilizes cutting-edge Artificial Intelligence (AI) and continuous data analytics to detect high-risk player behavior in real time.
The platform offers a comprehensive suite of responsible gaming tools, including customizable deposit limits, temporary timeouts, session reality checks, and self-exclusion mechanisms.
Supported by these proactive monitoring solutions, the average rate of high-risk users within Superbet’s Brazilian operations remains consistently below 0.1%.
With this robust strategy, Superbet looks to solidify its position as a market leader capable of bridging high-volume audiences, entertainment culture, and strict regulatory compliance during a historical moment for the newly regulated Brazilian market.
Link to the making-of the film.
The post Superbet unveils massive World Cup 2026 srategy for Brazil and US appeared first on Americas iGaming & Sports Betting News.
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