Global betting brand 1xBet has inked a deal with world basketball governing body FIBA under which it has been appointed the federation’s exclusive Global Betting Partner through December 2027.
During the three-year partnership, 1xBet will leverage basketball’s global reach and growth to enhance its brand visibility worldwide by supporting all FIBA national team competitions, including both basketball and 3×3 basketball, the company explained, with 1xBet enjoying exclusivity in the sports betting and online betting categories.
Beyond its core rights under the Global Partner package, 1xBet will also have a digital presence on FIBA’s platforms and will offer a Game Predictor for global fan engagement.
The parties explained that their objectives are to integrate digital advertising at key FIBA events, enabling 1xBet to explore extensive opportunities in dedicated markets worldwide. FIBA is testing several innovative solutions which will support 1xBet’s strategic plans and offer additional opportunities to 1xBet and its Global Partners, the betting company said.
Also central to the agreement is integrity, with 1xBet joining FIBA’s efforts by way of financial contribution, directed to address match-manipulation and illegal betting in basketball, and aimed at safeguarding the integrity of the sport worldwide. As part of the partnership, 1xBet will appoint a Single Point of Contact for integrity, who will collaborate closely with FIBA, assisting in integrity-related investigations and intelligence gathering efforts.
The new partnership with FIBA represents 1xBet’s latest sports-related collaboration, with the company already sponsoring several global entities such as FC Barcelona, Paris Saint-Germain, LOSC Lille, Italian Serie A, CAF, and esports tournament operator ESL. It also has partnerships with other reputable sports and esports tournament organizations.
“We are on the threshold of a new stage in the history of 1xBet,” said Valerii Kharitonov, 1xBet’s Chief Gaming Officer. “Signing an agreement with FIBA is a strategic step that opens up very significant opportunities for promoting our brand. The partnership will increase fan engagement and help create exclusive content. We love this game and are ready to actively promote basketball on all continents.”
Frank Leenders, FIBA’s Director General of Media and Marketing Services, added, “We are thrilled to welcome 1xBet as our newest Global Partner and look forward to developing our collaboration over the next three years. It’s incredibly exciting to have a Partner supporting both basketball and 3×3.
“With both organizations sharing a passion for innovation, technology and the global growth of our sport, we are confident that this partnership will be game-changing.”
