Global betting brand 1xBet looks back at the recent European Championship basketball tournament, of which it was a key sponsor and Official Partner.
In August and September 2025, basketball fans had their eyes on the 42nd European Championship. The tournament’s scale and impact were elevated thanks to the support of 1xBet.
As FIBA’s official betting partner, the global bookmaker did everything possible to give people the opportunity to support their national teams and become part of this major sporting celebration. It’s worth noting that this was the first time the iGaming company partnered with a basketball tournament of this scale.
Seven highlights from EuroBasket 2025
Germany added the European title to their world champion status.
There are no NBA MVP-level superstars in the German team, and that’s what makes their strength so unique. Yes, the offensive threat most often came from Franz Wagner and Dennis Schröder, but at any moment their teammates were ready to step up. Germany even managed to adapt off the court. When head coach Álex Mumbrú fell ill during the tournament, his assistant Alen Ibrahimagić stepped in and seamlessly took over the squad.
Turkey won EuroBasket medals for the first time since 2001.
Alperen Şengün performed at an MVP level throughout the competition. The center became the first player in the last 30 years at EuroBasket to record 150 points, 50 rebounds and 50 assists. His performance brought joy to Turkish fans and earned the team’s manager, Ergin Ataman, the right to consider himself the best in Europe over the past decade. Even if that claim is up for debate, FIBA officially named him the Best Coach of EuroBasket 2025, and few would argue that he didn’t deserve it.
EuroBasket bronze – the greatest achievement in Giannis’s career.
That’s what the Greek superstar said after a hard-fought victory over Finland in an emotional bronze medal game in Riga. Yes, winning the NBA title with the Milwaukee Bucks was a huge accomplishment, but bringing success to the national team delighted millions of Greeks worldwide. It seems Giannis Antetokounmpo was completely sincere – his joyful dance with head coach Vassilis Spanoulis went viral, racking up thousands of views on social media. That kind of happiness can’t be faked.
Breakthrough performances by Finland, Israel and Georgia.
Finland knocked out Serbia in the Round of 16, Israel defeated France in the group stage and Georgia beat both Spain and France. Who’s cooler? Georgia achieved a historic milestone by reaching the Top 8 for the first time ever. However, in the quarterfinals, this team allowed its opponent to show its best result: before this, the Finns had never advanced to the semifinals.
Spain’s collapse.
Spain was finally caught up in a generational shift. In key moments, it became clear that the squad no longer had players of the level of Ricky Rubio, the Gasol brothers, Rudy Fernández or Sergio Llull. For the first time since 1995, the defending champions failed to advance past the group stage. It is the worst EuroBasket result in Spanish history. Despite the brilliance of Spanish club basketball, the national team enters a rebuilding phase that will require time and patience.
Disappointments for Serbia and France.
Serbia assembled a star-studded roster but was hit by a wave of injuries. France, meanwhile, entered the tournament without many of its top players, including Victor Wembanyama and Rudy Gobert, who were unavailable for various reasons. Both teams were eliminated in the Round of 16, and now both will need to reassess their approach. While France may continue to rely on their stars, insiders suggest that Serbia is considering bringing in a top coach with NBA experience.
Luka Dončić as a one-man orchestra.
With 34.7 points and 2.7 steals per game, Dončić gave it his all on both ends of the court. In the playoffs, he took it up another level: his 42-point game helped Slovenia defeat Italy, and his 39 points against Germany kept his squad in the lead going into the final quarter. If not for foul trouble against the Germans, which limited his impact, Luka might have led his country to a second EuroBasket title.
Atmosphere at EuroBasket 2025
The numbers were impressive: 18 million viewers watched the final in Turkey, while 5.67 million tuned in from Germany, not to mention the thousands of passionate fans in the stands in Riga, including German President Frank-Walter Steinmeier. However, it was the vibrant atmosphere in the fan zones that truly made this tournament special.
Tampere, Limassol, Katowice and Riga – four very different cities, each briefly transformed into a true European sports capital. These were places where people reunited with old friends and even basketball legends. The hug between Arvydas Sabonis and Valdis Valters before the Lithuania vs Latvia match in the EuroBasket Round of 16 went viral on social media.
1xBet’s role: Not just a brand, part of the experience
“For 1xBet, it was essential that both our players and our partners felt part of a historic sporting moment,” said Simon Westbury, Strategic Advisor at 1xBet and company representative at the tournament. “Fans had the chance to make their predictions across one of the widest betting markets available. At the same time, we invited selected members of our affiliate partner program to the tournament with VIP tickets, access to the court pre-game and premium hospitality after the final whistle.
“I was able to experience the competition from multiple vantage points, which was invaluable. Standing in an empty arena before the crowd arrived, walking into a press room buzzing with international sporting media, visiting the FIBA office, the broadcast studio, the team locker rooms and the fan zone, with each touchpoint offering a clearer view of what people need and how we can apply those insights in the future.”
EuroBasket in Riga wasn’t just a competition between Europe’s best national squads – it was also a bold experiment in collaboration between a major sports organization and a global betting company. And the 1xBet Partners program demonstrated that betting can be thoughtfully integrated into the sports ecosystem with a strong focus on responsibility, fan engagement, emotions and everything that makes the game exciting and thrilling.
It is partnerships like these that allow teams, brands and ambassadors to build new bridges between sports and fans.
