FIBA signs three-year agreement with new partner 1xBet

The International Basketball Federation (FIBA) has announced a new partnership with global bookmaker 1xBet, which has been appointed as 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, both Basketball and 3x3 Basketball.

"1xBet, a leading player in the betting industry and an established sponsor for elite sports organizations globally, joins FIBA in a partnership that reflects both entities’ commitment to our sport," the FIBA said in a statement.

The agreement covers all major senior FIBA National Team events, for both men and women, 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.

Additionally, the objectives of both parties are to integrate digital advertising at key FIBA events, enabling 1xBet to explore opportunities in dedicated markets worldwide. "FIBA is testing several innovative solutions that will support 1xBet's strategic plans and offer additional opportunities to 1xBet and its global partners," the parties said.

Protecting the integrity of basketball is a top priority for FIBA, which seeks to educate basketball stakeholders and pursue breaches to the game's integrity. 1xBet now joins FIBA’s efforts by way of financial contribution, directed to address match manipulation and illegal betting in basketball, aimed at safeguarding the integrity of the sport. 

Additionally, 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.

1xBet already sponsors several global entities such as FC Barcelona, ​​Paris Saint-Germain, LOSC Lille, Italian Serie A, CAF, esports tournament operator ESL, and has partnerships with other major sports and esports tournament organizations.

"We are on the threshold of a new stage in the history of 1xBet. 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," said Valerii Kharitonov, 1xBet Chief Gaming Officer. 

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 3x3.

"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."