Global betting company 1xBet has been awarded the Marketing Campaign and Sponsorship of the Year at the recent SBC Awards Europe 2025.
The expert jury appreciated the collaboration between 1xBet and FIBA (Federation Internationale de Basketball). This partnership is strategically important, as it helps to increase the popularity of basketball and create new opportunities for the sports community.
FIBA’s agreement with 1xBet demonstrates the high level of trust in the brand and is driven by a desire for innovation, technology and global sports development.
The collaboration encompasses FIBA’s national team competitions, including both basketball and 3×3 formats under FIBA’s governance, and reinforces 1xBet’s position as a leader in sports sponsorship, with strong results from joint initiatives delivered across Europe, Africa, Latin America and Asia.
Earlier this year, 1xBet hosted ticket giveaways on its platforms for FIBA 3×3 events and the FIBA Continental Cup Qualifiers, drawing significant participation and engagement. The campaign created major buzz in Mongolia, while in Serbia it led to a notable increase in 1xBet subscribers, demonstrating both trust in the brand and growing interest in basketball.
A 1xBet representative says: “We are glad that our work was highly appreciated by the expert jury. It is just the beginning of a great story, and we are confident that together with FIBA,
As part of the three-year partnership, the 1xBet brand will be represented at all major international basketball and 3×3 basketball events, including the FIBA Basketball World Cup 2027, the FIBA Women’s Basketball World Cup 2026 and continental cups such as the FIBA EuroBasket in 2025, for both men and women.
For 1xBet, it is not just an award, but recognition of a strategy aimed at developing sports and engaging the audience. Ahead lies the implementation of new initiatives that will make basketball even more accessible, exciting and technological.
FIBA is the world governing body for basketball and is recognised as the sole competent authority in basketball by the International Olympic Committee (IOC).
