Gambling sponsorship in professional sports has been a defining cornerstone of modern marketing – both for the iGaming sector and the sports industry – for much of the 21st century.

It has long been a symbiotic relationship, too. Sports teams require significant sponsorship contributions to offset often spiralling costs and operators seek strong brand awareness among their target demographic, which are almost perfectly overlapped with sports fans. 

It has proven a hugely lucrative sector; the global sports sponsorship market was valued at $63.74bn in 2024 and is projected to reach $101.59bn by 2032. 

Premier League clubs alone were estimated to have made around $1.68bn in total sponsorship revenue for the 2024/25 season and two-thirds of top-flight teams across 31 competitions in the EU and UK had at least one betting partner for the 2024/25 season.

One operator in particular that has strategically targeted sports sponsorship as a brand awareness and player acquisition move is 1xBet. 

Over the years, 1xBet has enjoyed sports sponsorship packages with FC Barcelona, winners of 26 La Liga titles and five UEFA Champions Leagues, and European powerhouse Paris Saint-Germain, multiple-time Ligue 1 champions and reigning UEFA Champions League champions, and an array of esports organisations including The Mongolz, ESL and MIBR.

Simon Westbury, Strategic Advisor at 1xBet, told SBC News: “We’ve seen firsthand how the right sponsorship, when activated with purpose, can shape a brand’s perception in both new and mature markets. Partnering with globally recognised football clubs, esports teams, and tournaments has given us more than visibility; it has provided permission to belong.

“Strategic sports partnerships, when done right, are a powerful handshake between brand ambition and fan trust. And in our experience, that’s where the magic happens.”

More than just a logo 

While merely having a commercial relationship with a prestigious organisation such as FC Barcelona certainly comes with benefits, it is becoming increasingly clear that just a “logo placement”  leaves opportunities on the table. 

There are examples in which bettors in the US were able to buy discounted NFL jerseys if they had an account with a certain sportsbook, while in Europe, digital and social media content is becoming more prevalent in partnerships to help boost fan engagement. 

As Westbury explains: “It’s easy to chase big names or shiny opportunities. However, we believe in playing the long game, which involves investing in relationships that extend beyond surface-level exposure. As a brand we look for shared values, global relevance, and a commitment to responsible entertainment.

“Whether it’s a Premier League club, an esports team, or a regional tournament, we take the same approach: work with partners who understand the importance of trust, integrity, and engagement. Every activation is built with clear Standard Operating Procedures (SOPs) that prioritise responsible gambling and local regulatory standards.”

When 1xBet works with its sporting partners, it seeks to bring these principles to life. 

While working under its Standard Operating Procedures, the operator aims to go further than planting its logo on shirts, engaging with fans beyond awareness. 

“We take the time to co-create campaigns with our partners that make sense for both their audience and ours,” said 1xBet’s Strategic Advisor. “This could involve interactive fan content, community-focused initiatives, or integrated messaging around responsible gambling, all based on clear Standard Operating Procedures (SOPs) that ensure consistency, compliance, and impact.”

Westbury added: “A good partnership doesn’t just amplify our brand; it also amplifies our impact. It strengthens the partner’s position, brings value to fans, and helps raise the bar for sponsorship standards in the industry.”

Some brands have opted to use sports digital media brands rather than sportsbook brands in order to entice players to engage with those brands and then convert to bettors. 

But the best partnerships, in Westbury’s view, are those which are symbiotic for both sports team and brand. 

Reflecting on 1xBet’s deal with Barcelona, Westbury noted: “The scale and heritage of the club gave us immediate access to a passionate, global fanbase, but the real success came from what we built together and not just the rights we acquired. Through co-branded content, fan competitions, and localised activations, we achieved measurable spikes in both brand awareness and player acquisition in core strategic markets.

The partnership reflected strategic alignment and mutual benefit on both sides, far beyond simple logo placement.

They added that the deal had led to a significant uplift in brand engagement, particularly among audiences who value authenticity, fairness, and innovation.

Responsibility in sponsorship

Of course, there are risks associated with marketing with sports teams given that significant proportions of fans who are minors. 

1xBet works under its Standard Operating Procedures (SOPs), which include clear age-gating, placement guidelines and content review processes that are within regulatory requirements.

The operator aims to avoid any promotional messaging in environments or platforms where underage exposure is likely. It also means ensuring that responsible gambling messaging is visible, prominent, and appropriately contextualised.

Westbury noted: “Responsible gambling should not be treated as a checkbox. It should be woven into the DNA of every partnership we build. We don’t believe in blanket exposure. We believe in a measured and responsible presence that builds brand trust, not just brand awareness. Protecting younger fans isn’t just about compliance; it’s about doing the right thing.”

Those SOPs mean that 1xBet aims to take a responsible approach to its marketing material, working in line with regulators. 

“Whether it’s co-branded content, fan engagement campaigns, or matchday promotions, we make sure that responsible gaming visibility is integrated in a way that feels natural, not forced.  What lasts is not mere exposure; it’s the form, tone, and quality of every appearance.”

Gambling sponsorships have come under intense scrutiny from the public, politicians, gambling harm treatment organisations, and media outlets, so operators must be careful in their approach to not provoke an already sceptical audience. 

A rocky future?

Speaking of an air of scepticism, the concerns of many have been heeded in certain quarters. Not only are certain governments imposing advertising restrictions on operators such as in the Netherlands, Belgium, Italy and more, but even sports teams themselves are imposing restrictions.

Premier League football clubs collectively agreed to voluntarily ban gambling operators from being front-of-shirt partners from the end of the current season, though it remains likely that sleeve, trainingwear and digital signage packages will continue. 

But the move is indicative of an increasingly restrictive environment for sports sponsorships. 

It’s estimated that the Premier League ban will cost clubs around £140m, while La Liga president Javier Tebas estimated a Spanish ban would cause €90m of harm to the league.

But 1xBet sees these evolving frameworks as an opportunity.

“The increased regulatory scrutiny around sponsorships isn’t surprising, and frankly, it’s overdue,” said Westbury. “The industry has matured and so have expectations. 

“Regulation doesn’t stop creativity, in our opinion, it sharpens it. It forces all stakeholders to be more thoughtful: about who we partner with, how we communicate, and the standards we hold ourselves to.”

Measuring success

Ultimately, the success of these campaigns depends on the numbers. Of course, new depositing customers, customer LTVs and top line benefits are expected, but there can be far more intangible benefits of sports sponsorships. 

Fans remember the kits for their teams forever, including the sponsors adorning those kits. If partners are lucky enough to be there during iconic moments and seasons, then those intangible benefits can last a lifetime. 

So 1xBet does monitor key KPIs such as click-throughs, registrations, and conversion rates, which are linked to specific matchdays or campaigns. 

“But equally important are the indirect signals, such as brand recall and consideration uplift,” said Westbury. “We also track organic traffic surges during or after live coverage. Alongside social media mentions and sentiment, branded search behaviour and referral lift from partner channels.”

Westbury concluded: “These metrics help us understand not just who saw us, but who acted, and more importantly, who remembered us. The goal is always long-term growth, not short-term noise. That’s why every partnership we enter is measured against clear strategic outcomes and not just media value.”