PSG Extends Partnership with 1XBet Until 2028 as Official Betting Partner

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September 25, 2025

PSG and 1XBet Extend Landmark Sponsorship Deal to 2028

Paris Saint-Germain, the reigning UEFA Champions League victors, have announced a continued partnership with global betting firm 1XBet.This renewal extends their collaboration for an additional three seasons, securing the arrangement through 2028.

Expanding Global Reach for Both Brands

Under the terms of the extended agreement, 1XBet will maintain its position as PSG’s official betting partner in key territories across Asia, Africa, and select international markets. The partnership will provide 1XBet with significant brand exposure through prominent LED displays and innovative 3D carpet integrations during international PSG broadcasts. Co-branded digital campaigns, social media activations, and unique fan experiences featuring PSG legends are also planned.

This collaboration, wich initially began in 2022, has already yielded substantial commercial benefits for both organizations. The rapidly expanding sports betting sector within these regions makes this partnership notably strategic.

Leveraging Former Players for Fan engagement

1XBet will continue to deepen its engagement with fans and commercial allies by incorporating former PSG players into various activations. These initiatives are designed to forge stronger connections with supporters worldwide,capitalizing on the enduring appeal of club icons.

Executive Commentary

Richard Heaselgrave, PSG’s Chief Revenue Officer, stated, “We are delighted to extend our partnership with 1xBet, a global brand that shares our ambition for innovation and international growth. Together, we have already achieved remarkable milestones, and this renewed agreement will allow us to further engage our worldwide fan base, create unique experiences, and continue to build on Paris Saint-Germain’s amazing momentum on and off the pitch.”

A Growing Portfolio of Partnerships

This renewal underscores 1XBet’s growing portfolio of high-profile sponsorships, which includes commitments to European Cricket, FIBA, Serie A,FC Barcelona, Volleyball World, and Durban Super Giants. For PSG, this agreement complements an already robust sponsorship lineup featuring brands like Haier, WWE, Kevin Durant, Qatar Airways, Bitpanda, and Culture Capital.

Partner	Industry	PSG Relationship
1XBet	Sports Betting	Official Betting Partner (Asia, Africa, Intl.)
Haier	consumer Electronics	Global Partner
WWE	Entertainment	Global Partnership
Qatar Airways	Aviation	Official Airline Partner

Did You Know? PSG’s recent success extends beyond the Champions League, with the club also securing a domestic double last season, winning both Ligue 1 and the coupe de France.

Recent Triumphs and Future Prospects

Paris Saint-germain recently achieved a historic season, culminating in a 5-0 victory over Inter Milan in the Champions League final – a landmark achievement as onyl the second French team to claim the coveted trophy, following Marseille’s triumph in 1993. The season also saw Ousmane Dembélé honored with the Ballon d’Or, and Luis Enrique celebrated as the Men’s Johan Cruyff Trophy winner for best coach.

Currently second in ligue 1 with 12 points from five games, PSG is preparing for upcoming matches against AJ auxerre in the league and FC Barcelona in the Champions League.

Pro Tip: Keep an eye on PSG’s social media channels for exclusive content and activations related to the 1XBet partnership.

The Evolution of Sports Sponsorship

sports sponsorship has evolved dramatically over the past few decades. Initially focused on brand awareness, it now encompasses a complex ecosystem of fan engagement, digital activation, and data-driven insights. According to a recent report by Nielsen Sports, global sports sponsorship spending reached $62.7 billion in 2023, a 6.6% increase from the previous year. the rise of sports betting sponsorships, particularly in football, represents a significant trend. Though, it also faces increased scrutiny regarding responsible gambling practices and regulatory compliance.

Frequently Asked Questions about the PSG-1XBet Partnership

What is the scope of the 1XBet sponsorship with PSG? 1XBet is PSG’s official betting partner across Asia, Africa, and selected international territories.

How long does the renewed 1XBet and PSG partnership last? The agreement extends through the 2027-2028 season.

What are the benefits of this partnership for 1XBet? It provides significant brand visibility and access to a large, engaged fan base.

What type of activations can fans expect from this partnership? Fans can anticipate digital campaigns, social media activations, and experiences featuring former PSG players.

What other major sponsorships does PSG have? PSG partners with brands such as Haier, WWE, Qatar Airways, and Bitpanda.

Is sports betting sponsorship a growing trend? Yes, sports betting sponsorships are increasingly common, driven by the expansion of legal sports betting markets globally.

What are your thoughts on the increasing number of sponsorships in professional sports? Share your opinions in the comments below!

How might the extended partnership between PSG and 1XBet impact the club’s financial stability and ability to compete in player transfers?

A Long-term Commitment to Sports Betting and Fan Engagement

Paris Saint-Germain (PSG) has announced a significant extension to its partnership with 1XBet, solidifying the global betting operator as the club’s Official Betting Partner until 2028. This renewed agreement builds upon a successful collaboration that began in 2022, demonstrating a mutual commitment to innovation and enhancing the fan experience. The partnership extension signifies a growing trend of prominent football clubs aligning with betting companies to tap into new revenue streams and engage a wider audience.

Key Details of the Extended Partnership

The multi-year extension encompasses a range of collaborative initiatives designed to benefit both PSG and 1XBet. Here’s a breakdown of the key aspects:

* Enhanced Brand Visibility: 1XBet will continue to benefit from prominent brand placement across PSG’s digital platforms, including the club’s website, social media channels, and during home matches at the Parc des Princes. Expect to see 1XBet branding on LED perimeter boards and within the stadium concourse.

* Exclusive Fan Experiences: A core component of the partnership revolves around providing exclusive experiences for PSG fans. this includes opportunities to win VIP tickets,meet players,and participate in unique contests and promotions powered by 1XBet.

* Joint Marketing Campaigns: PSG and 1XBet will collaborate on a series of joint marketing campaigns aimed at reaching a global audience. These campaigns will leverage the star power of PSG’s players and the reach of 1XBet’s platform.

* Responsible Gambling Initiatives: Both organizations have emphasized their commitment to responsible gambling. The partnership will include initiatives promoting safe betting practices and raising awareness about problem gambling. This is increasingly important in the regulated sports betting landscape.

The Growing Trend of Football and Betting Partnerships

PSG’s extension with 1XBet is part of a broader trend within the football world.Numerous top-tier clubs have partnered with betting operators, recognizing the significant financial benefits and the potential to engage fans through interactive platforms.

* Revenue Generation: Sponsorship deals with betting companies provide clubs with ample revenue, which can be reinvested in player acquisitions, infrastructure improvements, and youth growth.

* Increased Fan Engagement: Betting partnerships often involve interactive features, such as prediction games and exclusive promotions, which enhance fan engagement and create a more immersive experience.

* Global Reach: Betting operators have a global reach, allowing clubs to expand their brand awareness and connect with fans in new markets.Football sponsorships are a key component of this strategy.

1XBet’s Strategy in the Sports World

1XBet has been aggressively expanding its presence in the sports world through strategic partnerships. Beyond PSG, the company sponsors several other prominent sports teams and events. This strategy aims to:

* Build Brand Recognition: Sponsoring high-profile sports teams and events significantly increases brand visibility and recognition among a target audience.

* Enhance credibility: Associating with reputable sports organizations enhances 1XBet’s credibility and trustworthiness.

* access New Markets: Partnerships provide access to new markets and customer segments. Online betting is a rapidly growing industry, and these partnerships are crucial for market penetration.

Impact on PSG’s Global Brand

The continued partnership with 1XBet is expected to further strengthen PSG’s global brand. The club’s already significant international following will be amplified through joint marketing efforts and increased brand visibility.This is particularly critically important as PSG continues to pursue its ambitions of becoming a leading global sports and entertainment brand. The PSG brand benefits from association with a globally recognized betting platform.

Regulatory Considerations and Responsible Gambling

The increasing prevalence of betting sponsorships in football has also drawn scrutiny from regulators. concerns have been raised about the potential impact of gambling advertising on vulnerable individuals. Both PSG and 1XBet have emphasized their commitment to responsible gambling and will continue to work together to promote safe betting practices. This includes:

* Age verification: Implementing robust age verification measures to prevent underage gambling.

* Responsible Gambling Messaging: Incorporating responsible gambling messaging into all marketing materials.

* Support for Problem Gambling Initiatives: Supporting organizations that provide assistance to individuals struggling with problem gambling. Responsible gaming is a key focus for both parties.

Looking Ahead: Innovation and Fan-Centric Experiences

The extension of the partnership between PSG and 1XBet signals a commitment to innovation and fan-centric experiences. Expect to see further integration of betting-related features into PSG’s digital platforms and a continued focus on providing exclusive opportunities for fans.The future of this partnership will likely involve exploring new technologies, such as virtual reality and augmented reality, to create even more immersive and engaging experiences. Sports technology will play a crucial role in shaping the future of these partnerships.