How 1xBet is adapting its international strategy toward long-term growth and market-specific development, and the role of its international partnerships along the way. 

Any operator with a sufficient marketing budget can place its logo on the jersey of a top football club. However, the industry’s paradox is that brand awareness does not necessarily translate into brand value. The betting market is saturated, and in such an environment, success belongs to those who act consistently. 

Strategy before scale 

1xBet was founded in 2007, when online betting was still finding its footing and most operators followed a simple principle: traffic first, everything else later. The brand chose a different path. 

Behind every major partnership in sports lies the same question: how reliable is the brand? The answer comes down to licenses in regulated jurisdictions, a proven compliance record, and a commitment to operating within established regulatory frameworks. 

Most of 1xBet’s 35 licenses were obtained after 2020, during a period when global regulation of online betting became significantly stricter. For those evaluating potential partners, the message is clear: this is a brand focused on long-term growth. 

“Since 2020 1xBet growth into regulated markets has accelerated, ensuring that the company has become firmly established as a leading brand in the regulated gamingenvironment. The strategy of entering regulated markets is foundation in four key pillars, market leading product, strong digital marketing tools, sponsorships withleading organizations and player protection”, said Simon Westbury, Strategic Advisor of 1xBet. 

Sport that opens markets 

This foundation enabled the company to engage with institutions operating at a different level. Its partnership with FC Barcelona, which began in 2019, demonstrates how sponsorship can deliver value beyond logo visibility. As a Global Partner and Official Betting Partner, the brand extended the agreement until June 2029, gaining direct access to players from the men’s and women’s teams, the club’s indoor sports teams, and Barça Legends. 

FC Barcelona was followed by Paris Saint-Germain, which has a different geography and audience profile. The partnership began in 2022 and was subsequently extended through the end of the 2027/28 season. As an Official Betting Partner, the brand holds rights across Asia, Africa, and several other international regions where sports betting is experiencing some of its fastest growth. Visibility during international broadcasts is complemented by collaborative digital campaigns and content featuring club legends. 

The next step moved beyond football. In December 2024, the brand signed an exclusive three-year agreement with FIBA, running until the end of 2027. As the sole partner in the Sports Betting and Online Betting categories, the agreement covers all major national team competitions, including the men’s WCMUC2027, the women’s WCMUC2026, and the EuroBasket continental championships. Together, traditional basketball and the 3×3 format reach audiences in more than 200 countries. Integrating tools such as Game Predictor across federation platforms transforms spectators into active participants. 

Partnerships with Serie A, CAF, Volleyball World, and European Cricket each serve distinct audiences. However, the company’s next step went beyond traditional sports. 

Esports: When investment outpaces results 

In 2023, The MongolZ effectively restarted from scratch, with a new roster, no sponsors, and limited training resources. 1xBet backed the project from the outset, covering the costs of a professional training facility, jerseys, travel, accommodation, and European bootcamps. When the team qualified for the Perfect World Shanghai Major, the brand commissioned a large-scale mural in central Ulaanbaatar featuring portraits of the entire roster on a residential building. By September 2025, The MongolZ had reached the top of both the Valve and HLTV world rankings, becoming the first Mongolian team to lead the global CS2 scene. At PGL Astana in May 2026, 1xBet presented the players with gold rings with black diamonds to commemorate the achievement. 

The same approach extends beyond Mongolia. In Brazil, the brand partners with MIBR. In November 2025, the partnership set a precedent when 1xBet became the team’s first Riot Games-approved official betting partner in Valorant. Title sponsorship of Argentina’s 9z Team and a partnership with Aurora Gaming further expand the company’s presence across the global esports ecosystem. Brand ambassador James Banks, named HLTV Talent of the Year 2024, provides direct access to an audience that values and trusts his perspective. 

Local presence as a strategy 

Global reach without a real presence in each market is just numbers in a report. The 1xBet platform is available in 73 languages and connects over 10 million players worldwide. Behind these figures lies ongoing, market-specific operational work to align with local regulatory frameworks, considering that each jurisdiction requires its own unique operating approach 

Each of the company’s 35 licenses across Latin America, Africa, and Western Europe constitutes a distinct compliance case study. Its legal footprint continues to expand through new licenses in Guatemala and Serbia, a Remote Bookmaker’s Licence in Ireland, and ongoing operations in regulated African jurisdictions. 

Another key component of the ecosystem is the 1xPartners affiliate program, launched in 2016 to help partners monetise traffic through referral marketing. Today, the program brings together more than 500,000 participants worldwide, while recognition from the IGA, SiGMA Awards, and SBC Awards reinforces its standing within the industry. 

For major sports organisations, responsible gambling is a fundamental requirement of any partnership. 1xBet commissioned SBC Media to conduct an independent research on player-protection practices across three regions, Latin America, Africa, and Western Europe, each with its own regulatory landscape, challenges, and gaps. 

The brand is focused on long-term regulated-market development, adapting its strategy as regulations become stricter. While commercial sports partnerships do not replace regulatory responsibility or constitute independent certification of an operator’s compliance, they create important international platforms for communication and engagement.

This approach has enabled 1xBet to support major sports institutions, such as FC Barcelona and Paris Saint-Germain. That is how a global betting brand is built.