The Official World Cup Sponsor Has Prepared Many Surprises and Entertainment for Football Fans in Bulgaria

The Betano Fan Zone is set to welcome visitors throughout the entire tournament at the Amphitheater, Canyon Park, located in Sofia's Mladost 1 residential area. Fans will be able to immerse themselves in the football atmosphere in the most realistic way, watching live matches in a pleasant setting and on an impressive LED screen, thanks to the amphitheater-style layout of the Betano zone. Various activities and tournaments with prizes, entertaining games, and many surprises are planned for all guests. The Fan Zone will also feature an open-air cinema with a football theme, as well as a dedicated food and beverage area where fans can enjoy refreshing drinks and a selection of delicious treats.

Entry to the Betano zone is free and it will remain open until the World Cup final on July 19th. “We are delighted to once again offer Bulgarian football fans the opportunity to be part of the 2026 FIFA World Cup atmosphere and experience the tournament in a way that closely mirrors the feeling of the world's biggest football stages, no matter where they are. We have prepared a host of surprises, both on our online platform and through live activations, to make this summer even more exciting for the football community,” commented Tsvetin Yordanov, Kaizen Gaming Manager for Bulgaria.

Users of Betano's online platform will also be able to watch matches via livestream and access the latest updates and results 24/7. In its new advertising campaign for the 2026 FIFA World Cup, under the motto “Believe and It Will Happen,” Betano captures this authentic and genuine football passion that unites people worldwide. Created by Wieden+Kennedy in São Paulo (Brazil), the campaign follows a solitary protagonist who escapes the artificial world of a football video game to experience the intensity, tension, and collective emotion of a real World Cup.

Set to a new interpretation of the song Mr. Lonely, the clip demonstrates that the passion for football is too strong to be simulated and can only be felt through the actual game. In Bulgaria, the campaign will span Betano's digital channels and will be active throughout the tournament. “The FIFA World Cup is the ultimate symbol in the world of sports, and as a global company, we wanted to match that ambition. Our goal was to recreate the authentic, collective emotion of being a football fan – a feeling so powerful that it transcends even the most sophisticated digital simulation. The new clip reinforces our global platform “Believing Makes it Real,” positioning Betano at the heart of the most genuine moments in sports,” commented Pablo Puertas, Global Marketing Director at Kaizen Gaming – Betano.

More than a week after the start of the 2026 World Cup, the world holds its breath in anticipation of the next great champion. The tournament features spectacular clashes between the strongest football teams globally, and for the first time in FIFA's history, the 2026 FIFA World Cup is being held in three countries – the USA, Mexico, and Canada – and includes a record 48 national teams. The opening matches saw strong performances from established names in world football. Mexico kicked off the World Cup with a 2-0 victory over South Africa; Argentina scored a 3-0 win against Algeria, and Germany solidified its position with a 7-goal triumph against Curaçao. Surprises and comebacks are still to come in the tournament, but one thing is certain – the 2026 World Cup will not leave us indifferent, promising thrilling matches, unexpected goals, and beautiful football.