Russian betting firm 1xBet has signed as an Official Partner of Africa’s biggest regional football tournaments.
The deal, signed with the Confédération Africaine de Football (Caf), will see 1xBet sponsor Caf’s main club and national team events across the continent.
The deal covers three club competitions – the Caf Champions League, Caf Confederation Cup, Caf Super Cup – and the Africa Cup of Nations (Afcon).
As part of the deal, 1xBet will get LED time at Caf venues, interview backdrop and dugout branding, 3D carpet branding, and rights to activate across digital and social media.
1xBet said in a press statement: “Supporting key sporting events is a key strategy for us to engage football fans across the African continent and people from all over the world.”
Caf president Ahmad Ahmad said: “1xBet, a fast-growing company, has changed the image of online betting, just as Caf has also started this change in African football.”
1xBet is fast becoming a prominent betting sponsor in world football, but it is also one of the most controversial.
In September last year, UK newspaper The Sun reported that 1xBet was taking bets on cock-fighting via a live stream from the Philippines.
The Sun also found that 1xBet had taken bets on children’s football matches, also streamed live via the 1xBet platform.