FDJ United is upping its 2026 FIFA World Cup game with a wide-ranging mobilisation across its European markets, combining expanded betting offers, retail activations and enhanced responsible gaming initiatives.
Unibet is launching dedicated activations in several markets, including Sweden, Denmark and Romania. Through media campaigns, digital content and social media initiatives, the brand aims to strengthen engagement around the World Cup.
In Romania, the brand will launch its “The Green Betting Slip” campaign designed to engage fans around a customised Unibet jersey. Participants will be invited to vote for their favourite design, with weekly prize draws taking place before the winning jersey is revealed during the competition.
Meanwhile, in France, Unibet will enhance the betting and gaming experience, introducing a new goalscorer betting option and strengthening its football odds offering.
FDJ’s ParionSports French brand will extend its retail operating hours. The brand will also expand its offering to up to 420 bets per match, including 38 new betting markets, particularly regarding goalscorers.
Beyond the betting offer, the operator has introduced a dedicated retailer support programme featuring special-event tools, aimed at turning points of sale into hubs for fans throughout the tournament.
FDJ United is also strengthening its responsible gambling activities throughout the competition.
For the French market, Unibet is rolling out a safer gambling communication plan, including a TV campaign and awareness-raising content on social media.
Players identified as being at high risk of gambling harm are required to set a mandatory loss limit, while those aged 18 to 24 are encouraged to set their own loss limits.
These initiatives are part of FDJ United’s commitments to Safe Play and enhance the Group’s responsible gaming measures.
France's National Gaming Authority (ANJ) launched a responsible gambling campaign titled "Risk Zone" ahead of the 2026 FIFA World Cup
