FIBA, the international basketball federation, has today unveiled sports betting operator 1XBet as a new global partner in a three-year deal.
The firm will serve as the governing body’s exclusive global betting partner through December 2027.
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During the partnership, 1xBet will have a presence at all FIBA national team competitions, both basketball and 3×3 basketball.
The agreement covers all major senior FIBA national team events, for both men and women, with 1xBet receiving exclusivity in the sports betting and online betting categories.
Events include the flagship men’s Basketball World Cup in 2027 and the women’s edition in 2026, as well as the 2025 men’s EuroBasket and the 2025 and 2027 women’s EuroBasket.
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’ as part of its fan engagement activities.
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By GlobalDataAdditionally, both parties will integrate digital advertising at key FIBA events, “enabling 1xBet to explore extensive opportunities in dedicated markets worldwide.” FIBA said it is testing several solutions that will support 1xBet's strategic plans and offer additional opportunities to 1xBet and its global partners.
FIBA and 1xBet will also work together on integrity initiatives, with the betting firm providing a financial contribution to help address match manipulation and illegal betting in basketball.
As part of the tie-up, 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 becomes the 10th global FIBA partner, joining NIKE, TCL, Ganten, Molten, Smart, Tencent, Tissot, Wanda, and Yili.
Frank Leenders, FIBA’s director general of media and marketing services, said: “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.”
Valerii Kharitonov, 1xBet chief gaming officer, added: “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.”
1xBet has several sports sponsorships, primarily in soccer, with Spanish giants FC Barcelona, France’s Paris Saint-Germain and Lille, Italian Serie A, and the Confederation of African Football under its stable.
Outside of soccer, it has partnerships with esports tournament operator ESL, Volleyball World, and the Professional Fighters League MMA series.
