Strategy Before Scale
In an industry where visibility is often mistaken for value, 1xBet has pursued a different path. Founded in 2007, when online betting was still in its infancy, the company chose to prioritize sustainable growth over short-term traffic acquisition.
Rather than relying solely on high-profile sponsorships, the brand has emphasized regulatory credibility. Today, its international expansion is supported by a portfolio of 35 licenses obtained across regulated jurisdictions, most of them secured after 2020, during a period marked by increasingly stringent compliance requirements.
According to Simon Westbury, Strategic Advisor at 1xBet, the company’s expansion strategy is built on four core pillars: a competitive product offering, advanced digital marketing capabilities, partnerships with leading organizations, and a strong commitment to player protection.
Using Sport to Unlock New Markets
This regulatory foundation has enabled 1xBet to establish partnerships with some of the world's most recognizable sports organizations.
Its collaboration with FC Barcelona, launched in 2019, evolved beyond traditional sponsorship. As Global Partner and Official Betting Partner, the agreement has been extended through June 2029, granting the brand access to the club's men's and women's teams, indoor sports divisions, and Barça Legends.
The company later expanded its football footprint through a partnership with Paris Saint-Germain. Initially signed in 2022 and extended until the conclusion of the 2027/28 season, the agreement provides visibility across Asia, Africa, and other fast-growing international markets. Joint digital campaigns and content featuring club legends complement the exposure generated through broadcasts.
In 2024, 1xBet diversified its sports portfolio by signing an exclusive three-year agreement with FIBA, becoming the federation's sole partner in the sports betting category through 2027. The partnership covers flagship tournaments, including the men's and women's World Cups and EuroBasket competitions, reaching audiences in more than 200 countries through both traditional basketball and the increasingly popular 3x3 format.
The company has also expanded through agreements with Serie A, CAF, Volleyball World, and European Cricket, targeting distinct fan communities around the globe.
Esports: Investing Before the Spotlight
1xBet's approach to esports reflects the same long-term philosophy.
In 2023, Mongolian Counter-Strike organization The MongolZ was rebuilding from the ground up, operating with limited resources and without sponsors. 1xBet supported the project from its earliest stages, financing training facilities, travel, accommodation, team apparel, and international bootcamps.
The investment paid off. By September 2025, The MongolZ had climbed to the top of both the Valve and HLTV rankings, becoming the first Mongolian team to lead the global CS2 scene. Following the achievement, the brand celebrated the roster with commemorative gold rings featuring black diamonds during PGL Astana 2026.
The company's esports involvement extends well beyond Mongolia. In Brazil, it partners with MIBR, becoming in 2025 the organization's first Riot Games-approved official betting partner in Valorant. Additional collaborations with Argentina's 9z Team and Aurora Gaming, together with ambassador James Banks, have strengthened its presence across the international esports ecosystem.
Local Presence Drives Global Expansion
For 1xBet, international reach requires more than broad visibility.
The platform currently operates in 73 languages and serves more than 10 million users worldwide. Behind those figures lies a localized approach designed to address the unique regulatory requirements of each jurisdiction.
Its network of 35 licenses spans Latin America, Africa, and Western Europe, while expansion efforts continue through new authorizations in markets such as Guatemala and Serbia, as well as a Remote Bookmaker's Licence in Ireland.
The company also supports its affiliate ecosystem through 1xPartners, a program launched in 2016 that now includes more than 500,000 participants globally. Industry recognition from organizations including the IGA, SiGMA Awards, and SBC Awards has further reinforced the initiative's reputation.
Responsible Growth in a Regulated Industry
As responsible gambling becomes increasingly important for sports organizations and regulators alike, 1xBet has sought to strengthen its focus on player protection.
The company commissioned SBC Media to conduct independent research examining responsible gambling practices across Latin America, Africa, and Western Europe, highlighting the different regulatory realities and challenges faced by each region.
While sports sponsorships cannot replace regulatory oversight or serve as proof of compliance, they provide valuable platforms for engagement and communication. By combining regulatory adaptation, localized operations, strategic partnerships, and responsible gaming initiatives, 1xBet aims to position itself as a betting brand built for long-term success rather than short-lived exposure.
