1xCare has announced its launch as a dedicated initiative focused on player protection, responsible gambling, and harm prevention across the global gambling ecosystem.
...
1xBet’s approach to sports partnerships brings fans closer
The way people follow sports has changed. Watching a match is only one part of being a fan today. Supporters keep up with teams on social media, watch exclusive videos, follow transfer news, and stay connected with their favorite clubs every day. As fan habits continue to change, sports organizations and brands are finding new ways to keep audiences engaged.
Because of this, sports sponsorships have also taken on a bigger role. Having a logo on a shirt or around a stadium is no longer enough. Fans expect brands to contribute to their overall experience, not simply appear during a match. Strong partnerships now focus on creating value before, during, and after every game.
This is the strategy followed by 1xBet. The international brand works with some of the biggest names in sports and esports, including FC Barcelona, Paris Saint-Germain, Italy’s Serie A, FIBA, Volleyball World, MIBR, The MongolZ, and many others. Through these partnerships, the company reaches different audiences across multiple sports and regions.
How sports partnerships have changed
Not long ago, sponsorship success was mostly measured by visibility. Brands looked at television audiences, stadium advertising, and logo placement to judge the value of a partnership.
Today, the situation is very different. Fans spend time with sports every day through social media, interviews, podcasts, highlights, and club content. Their attention is spread across many different platforms, which means brands need to stay connected with fans in more ways than traditional advertising.
As a result, sports partnerships have become an important way to build long-term engagement. Instead of focusing only on matchdays, brands now have more opportunities to connect with fans throughout the entire season.
Adding more to the fan experience
Fans already have the matches, results, and league tables. A successful partnership adds something extra to that experience. This can include exclusive content, fan events, competitions, and other activities that help supporters feel closer to their favorite teams and players.
Meeting players or coaches is one of the most memorable experiences for many fans. Speaking with them, taking photos, asking questions, or hearing stories from inside the club creates a stronger connection that goes beyond watching a game. Activities during matches and major tournaments also play an important role. They make events more interactive and give supporters more reasons to stay involved throughout the day.
Why local markets matter
Although sports attract audiences around the world, every market is different. Fans have their own traditions, follow different platforms, and respond to different types of content. What works in one country may not have the same impact somewhere else.
For this reason, 1xBet works with local ambassadors and members of the sports community in the regions where it operates. This helps the company create communication that better matches local audiences and their interests.
Benefits for affiliates
The company’s sports partnerships also create advantages for affiliates through the 1xPartners ecosystem. Being connected with well-known sports organizations gives affiliates more opportunities to build campaigns around major sporting events and recognizable brands. It also makes it easier to create content for different markets and communicate with audiences that already have a strong interest in sports.
Through its global sports partnerships, 1xBet continues to build brand awareness while giving affiliates additional tools to connect with sports fans around the world.
From July 1 to 2, London will host iGB L!VE 2026, one of the biggest events in the affiliate and iGaming industry. More than 15,000 visitors are expected to attend, with...
