1xBet is an online betting company established in 2007, headquartered in Cyprus, and holds a Curacao eGaming license. As a globally renowned betting platform, 1xBet is renowned for its extensive sports betting, casino games, and esports betting services. However, regarding the question “Who sponsors 1xBet?” it is important to clarify that 1xBet itself is not sponsored by any other company or brand. Instead, as a commercial entity, it enhances its brand influence by sponsoring sports clubs, events, and esports teams. This article will explore 1xBet’s sponsorship activities, analyze its role as a sponsor, and address related controversies.

1xBet’s Role as a Sponsor

1xBet is not a company that accepts external sponsorship but actively takes on the role of a sponsor by establishing partnerships with organizations in the sports, esports, and entertainment sectors. This strategy aims to expand its global market share through high-profile partnerships. The following are the main areas where 1xBet sponsors:

1. Football Clubs and Leagues

1xBet has established sponsorship relationships with several top-tier football clubs and leagues, particularly in Europe, Africa, and South America. These partnerships typically involve displaying 1xBet’s brand logos on jerseys, sideline advertising boards, and digital platforms. Key football sponsorships include:

• FC Barcelona: 1xBet has been a global partner of Barcelona since 2019, with the contract extended until 2029. The sponsorship agreement includes exposure of digital advertising assets and collaboration with players to create promotional content. It is reported that 1xBet contributes approximately €9 million to €12 million annually to Barcelona, with the exact amount depending on performance milestones.
• Paris Saint-Germain (PSG): 1xBet has been an official partner of PSG since 2022, covering Asia, Sub-Saharan Africa, and the Middle East/North Africa region, with the contract running until 2025. The partnership includes joint promotional activities with PSG stars.
• Chelsea and Liverpool (Chelsea FC and Liverpool FC): In 2019, 1xBet briefly sponsored these two Premier League clubs, but the sponsorship was terminated due to an investigation by the UK Gambling Commission (UKGC) into its improper conduct, including promoting “Pornhub Casino” and accepting sports betting from minors.
• Serie A (Italian top division): 1xBet is the international presentation partner of Serie A, covering Europe, Africa, the Middle East, and the Americas, with the contract running until 2021.
• Barcelona S.C. (Ecuador): In 2025, 1xBet became the club’s chest sponsor, with the contract running until 2027, aiming to strengthen its influence in South America.
• Other football sponsorships: 1xBet also sponsors Tottenham Hotspur, Cardiff City, the Nigerian Professional Football League (NPFL), and multiple events organized by the Confederation of African Football (CAF), such as the Africa Cup of Nations and the CAF Champions League.

2. Esports

1xBet has a significant presence in esports sponsorship, particularly in games like Counter-Strike: Global Offensive (CS:GO), Dota 2, and League of Legends. 1xBet enhances its visibility among younger audiences by sponsoring esports teams and events. Key partnerships include:

• ESL (Electronic Sports League): 1xBet has partnered with ESL since 2021 to sponsor the world’s largest esports championship, offering players promotions and prizes (such as CS:GO skins).
• Esports Teams: 1xBet sponsors several prominent esports organizations, including OG, Team Spirit, and Tundra Esports in Europe; MIBR in Brazil; and Talon Esports and Yangon Galacticos in Southeast Asia. Sponsorship includes team uniform branding and social media promotion.
• Indian Esports: 1xBet has signed Indian esports streamer Total Gaming as its first esports ambassador and partnered with TSM India to promote local esports development.

3. Other Sports and Events

1xBet’s sponsorship scope extends beyond football and esports, covering various sports and regional events:

• Volleyball: 1xBet has signed a five-year agreement with Volleyball World to sponsor indoor and beach volleyball, becoming its first global betting sponsor.
• Basketball: 1xBet is a global partner of the International Basketball Federation (FIBA), leveraging digital advertising technology to enhance brand visibility.
• Cricket: 1xBet sponsors South African cricket clubs Durban Super Giants and Joburg Super Kings, and through its subsidiary brand 1xBat, sponsors the Sri Lanka national cricket team (2023 Asian Cup).
• Mixed Martial Arts: 1xBet has entered into a sponsorship agreement with the Professional Fighters League (PFL).
• Regional Events: 1xBet sponsors the first CAFA National Cup organized by the Central Asian Football Association (CAFA) and the Mahalika Philippine Basketball League (MPBL) in the Philippines (2025-2026).

4. Celebrity Endorsements and Brand Ambassadors

1xBet enhances its market appeal by signing celebrities as brand ambassadors. These ambassadors typically participate in promotional activities to attract audiences in specific regions:

• Andrea Pirlo: Italian football legend, became a 1xBet brand ambassador in 2018.
• Dani Alves: Brazilian football superstar, signed as a global ambassador for 1xBet in 2022, symbolizing success and professionalism.
• Indian Celebrities: In 2022, Indian actress and model Neha Sharma and sports commentator Jatin Sapru became 1xBet brand ambassadors targeting the Indian market.
• Cricket Stars: West Indies cricketers Dwayne Bravo and Kieron Pollard have also joined 1xBet’s promotional team.
• Nigerian Stars: Musician Davido partnered with 1xBet in 2021, with details of the collaboration undisclosed.

1xBet Sponsorship Controversies

While 1xBet’s sponsorship activities have brought global exposure to its brand, its partnerships have also sparked controversy:

• Illegal Activities Allegations: In 2019, an investigation by the UK’s Sunday Times revealed that 1xBet was allegedly promoting “Pornhub Casino,” accepting bets on children’s sports and cockfighting, and running ads on illegal websites. The UK Gambling Commission subsequently revoked its license, leading to the termination of sponsorship agreements with Chelsea, Liverpool, and Tottenham.
• Legal Issues: Three of 1xBet’s founders (Roman Semiokhin, Dmitry Kazorin, and Sergey Karshkov) were charged by Russian authorities with illegal online gambling operations and face international arrest warrants. In 2021, its Russian subsidiary had assets worth 1.5 billion rubles seized.
• Indian Market Controversy: In 2023, 1xBet sponsored the Sri Lanka national cricket team and the Indian regional cricket league through its subsidiary brand 1xBat, but faced criticism due to India’s ban on gambling advertisements. The Indian Ministry of Information Technology blocked the 1xBet domain under Section 69 of the Information Technology Act.
• Bankruptcy allegations: In 2021, 1xBet’s subsidiary 1xCorp MV filed for bankruptcy in Curaçao, refusing to refund player funds, sparking litigation. Its parent company was accused of owing millions of euros in legitimate winnings.
• Ethical issues: In 2024, Bellingcat and Josimar reported that 1xBet was allegedly involved in organizing fake amateur matches featuring 14-year-old children, raising ethical concerns about its sponsorship activities.

These controversies led some organizations (such as Tottenham Hotspur) to swiftly terminate their partnerships with 1xBet in 2023, while clubs like Barcelona and PSG opted to continue their collaborations despite public criticism, citing financial pressures.

Why is 1xBet so eager to sponsor?

1xBet’s sponsorship strategy has several objectives:

• Brand exposure: By sponsoring top clubs and events, 1xBet increases its global visibility, particularly in emerging markets such as Africa, South America, and Asia.
• Market expansion: Sponsoring local events (such as the Nigerian Football League and the Indian Premier League) helps 1xBet penetrate specific regional markets.
• User trust: Collaborating with well-known brands like Barcelona, PSG, and ESL enhances user trust in its platform, though controversies may weaken this effect.
• Esports growth: The rapid growth of esports offers 1xBet an opportunity to attract younger users, and its sponsorship activities (such as ESL and Team Spirit) align well with this trend.

Does 1xBet accept sponsorships?

There is currently no credible public information indicating that 1xBet accepts sponsorship from other companies or brands. As a profitable betting company, 1xBet’s business model relies on betting revenue and affiliate programs (such as Partners-1xBet, which has over 100,000 affiliate partners with commissions up to 40%). Its financial resources are primarily allocated to sponsorship activities and marketing, rather than relying on external funding.

Conclusion

1xBet is not sponsored by any other entities but promotes its brand through sponsorships of football clubs (such as Barcelona, Paris Saint-Germain), esports teams (such as Team Spirit, MIBR), regional events (such as the CAFA National Cup), and celebrities (such as Dani Alves, Neha Sharma). These partnerships have helped 1xBet establish a strong presence in the global betting market, particularly in Africa, South America, and Asia. However, its sponsorship activities have been questioned due to legal, ethical, and operational controversies, and users and partners should exercise caution when interacting with the company.

For more information about 1xBet, visit its official website or contact customer service:

• Email: info@1xbet.com
• Phone: +44 127 325-69-87
• Live Chat: 24/7 online support available on the 1xBet official website

Before participating in 1xBet or its sponsored activities, users are advised to thoroughly research local gambling regulations and understand the associated risks to ensure a legal and safe experience.