1xBet History: Global Expansion Across 50+ Countries

International Expansion Timeline

How did 1xBet expand globally?

1xBet's expansion was systematic and strategic. Rather than a one-size-fits-all approach, the company tailored its marketing and offerings to resonate with different regional demographics. It employed a franchise business model — similar to McDonald's according to founder Semiokhin — allowing local operators to run 1xBet in their markets.

Which markets did 1xBet enter first?

After establishing a strong base in Russia and Eastern Europe, 1xBet targeted Africa as a major growth region. Countries like Nigeria, Kenya, Ghana, Uganda, and Cameroon became key markets. The company then expanded into Asia, particularly Southeast Asia and India, and later Latin America.

How many countries does 1xBet operate in?

As of 2024, 1xBet operates in more than 50 countries worldwide. According to Sports Illustrated, 1xBet is 'probably the biggest sportsbook on the planet.' The company offers localized websites in more than 10 languages and supports over 100 payment methods to accommodate regional preferences.

Sponsorships and Partnerships

What major sports teams does 1xBet sponsor?

1xBet has built its brand through high-profile sports sponsorships. Major partners include FC Barcelona, Paris Saint-Germain (as regional partner in Africa and Asia from 2022), Ecuador's Barcelona SC, and esports organizations including OG Esports, Team Spirit, Made in Brazil, and Tundra Esports.

What other partnerships has 1xBet formed?

In April 2025, 1xBet became the Official Global Betting Partner of the Billie Jean King Cup, with exclusive branding rights across qualifiers, playoffs, and finals until 2026. In October 2025, 1xBet was also named the Official Betting Partner of the ATP Challenger Tour, covering more than 30 tournaments across multiple continents.