1xBet Adds More Sports and Content Deals as It Targets International Growth
1xBet is continuing to broaden its international footprint across online sports betting and casino as it pushes further into new regions and adds new commercial sports and esports partners.
In recent months, the Cyprus-based operator has pointed to new product development, localization work, and sponsorship activity as key parts of its expansion strategy. The company has also brought technology updates aimed at improving platform stability and user experience in targeted markets.
Expanding Casino Business as Sportsbook Remains Core
1xBet is an online iGaming operator founded in 2007 and headquartered in Limassol, Cyprus, operating under a Curacao license and using a franchise model.
Following legal troubles with many European markets, the company has shifted its focus toward regions such as India, Southeast Asia, South America, and Africa.
Sports betting remains 1xBet’s main product, covering dozens of categories. The company says its recent improvements introduced real-time line updates and odds driven by in-house analytical models.
On the casino side, the platform offers titles from multiple providers, with studios connected through a single API for adding new releases.
Mobile continues to be a major distribution channel for the operator through iOS and Android apps designed to provide full access without a browser.
Content supply has remained an active focus alongside the platform work, with 1xBet adding new third-party titles as part of its casino expansion strategy.
In September, game provider Galaxsys announced a distribution agreement with 1xBet that adds more than 50 titles to the operator’s platform, including slot, turbo, bingo, mines, crash, and instant titles.
The sales and partnership executive at Galaxsys, Teni Grigoryan, explained the significance behind the deal:
Partnering with 1xBet is a major step for Galaxsys. Their global reach and reputation for excellence perfectly align with our vision of delivering innovative and player-focused games. This collaboration allows us to bring our award-winning portfolio to millions of players worldwide, offering experiences that are creative, fast-paced, and designed to entertain.
New Sponsorship and Affiliate Partnerships With Sports and Esports Teams
Alongside product and platform changes, 1xBet has continued to build its promotion portfolio through new sponsorships across global markets.
The operator recently announced a partnership with the Valorant roster of Brazilian esports organization MIBR, describing it as the first of such a deal within Riot Games’ ecosystem.
Other 2025 announcements have included a partnership with Bestia and its Counter-Strike (CS) team, and an agreement with 9z Team that made 1xBet the organization’s title sponsor as part of wider activity in Argentina’s CS scene.
1xBet has signed huge sponsorship deals with several elite soccer clubs in Europe.
In traditional sports, 1xBet has also renewed major soccer partnerships in Europe as it maintains a visible presence through club sponsor deals.
In September, the company extended its partnership with Paris Saint-Germain (PSG) for three more seasons, keeping its status as the club’s official betting partner.
Under the renewed agreement, 1xBet branding is set to appear on carpets and LED boards during international matches, with appearances involving former PSG players in digital content.
A 1xBet representative commented on the PSG renewal:
For 1xBet, the partnership with Paris Saint-Germain is of strategic importance. Extending the agreement reflects stability and mutual trust. We are proud to have been part of the club’s great achievements in recent years and are confident that even more successes lie ahead.
FC Barcelona also extended its partnership with 1xBet for five more seasons through June 2029, while the betting platform has also secured exclusive rights covering multiple tournaments on the 2025 ATP Challenger Tour.
