The International Basketball Federation has handpicked a prominent sports betting business to become its official Global Betting Partner for the next three years.
FIBA, the world’s basketball governing body, has named 1xBet, a prominent casino and sports gambling operator, as its official Global Betting Partner until December 2027. The cooperation is aimed to broaden the sports’ reach due to 1xBet’s global prominence.
1xBet to Support FIBA’s Integrity Efforts in Basketball
1xBet will promote national and international basketball formats, with a focus on the traditional five-versus-five format while also emphasizing smaller formats such as three-versus-three. FIBA will collaborate with 1xBet to build a digital presence on each company’s platforms, resulting in increased fan interaction and game awareness.
1xBet will also financially support FIBA’s continuous efforts to improve the integrity of international sports. 1xBet will have a single point of contact for integrity, who will be responsible for collaborating closely with FIBA and examining any potential integrity issues.
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Independent regulating bodies have become more inclined to collaborate with sports betting companies that are willing to act fast in the event of match tampering and give relevant data to help detect fraud and integrity violations. Valerii Kharitonov, 1xBet’s chief gaming officer, commented on this chance, saying:
“Signing a deal with FIBA is a strategic step that creates considerable chances for marketing our brand. The collaboration will boost fan engagement and assist generate exclusive content. We adore basketball and are eager to promote it on all continents.”
He was joined by Frank Leenders, FIBA’s director general of media and marketing services, who stated that the organization was delighted to welcome 1xBet as its newest Global Partner, tasked with not only raising global awareness of the game but also leveraging technology and innovation to combat fraud.
This summer, 1xBet expanded its agreement with FC Barcelona by renewing it for another five years.
Criticism does not undermine 1xBet’s reputation.
The media has not always covered 1xBet positively. Bellingcat, a journalistic investigative organization, has regularly challenged the operator for what it considers unethical tactics, including “staging” events and accepting wagers on children’s events.
Regardless of the charges, 1xBet’s international reputation has stayed intact, and the company will now take on its new role as a top Global Betting Partner for FIBA.
In 2023, 1xBet advanced to the finals of the EGR Operator Awards, a recognized industry format that recognizes the finest enterprises in the market.
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