How many bookmakers can claim a decade-long partnership with a club that has won the Champions League five times? At the moment, 1xBet is the only one. The company first became FC Barcelona's Global Partner and Official Betting Partner back in 2019 — and when that initial five-year deal was about to expire, both sides chose to extend rather than part ways. The renewed contract, signed on July 1, 2024, keeps the arrangement alive until June 2029. What this means in practice for Canadian bettors: 1xBet builds its La Liga product around a real, contractual relationship with Barcelona, which shows up in the form of deeper match markets, club-specific promotional campaigns, and content you won't find on rival platforms.

1xBet and FC Barcelona Partnership

How It Started

Barcelona brought 1xBet into its commercial fold in July 2019. The initial contract ran five seasons (through June 2024) and named 1xBet a Global Partner — the same tier occupied by Nike, Rakuten, and later Spotify. At that point in time, Barça sat at the very top of football's sponsorship revenue table, reporting roughly $247 million per year in commercial income. That figure put them ahead of both Real Madrid and Manchester United.

Why did Barcelona want a betting partner specifically? Because the gambling category had been left open in the club's portfolio. Naming 1xBet as FC Barcelona's primary betting sponsor filled that gap, and the online gambling brand received something in return that is difficult to put a price on: the right to use Barcelona's crest, player likenesses, and match-related imagery in marketing campaigns across international markets (not Spain — domestic gambling ad rules prohibit it there).

Consider the scale of exposure this provided. Barcelona's combined following across Instagram, Facebook, YouTube, and X (formerly Twitter) exceeded 350 million at the time of signing. To put that number into perspective, it is larger than the entire population of the United States. Bet365, Betway, Betfair — all major operators, all active in football sponsorships — none of them had a deal with a club operating at this level of global visibility.

Partnership Renewal (2024–2029)

July 1, 2024 was the date. Both parties agreed to a contract renewal: five additional seasons, new expiry date of June 2029.

Juli Guiu — the Vice-President responsible for FC Barcelona's marketing operations — publicly described the extension as "the consolidation of a long-term collaboration." But the renewed deal is more than a simple rollover of the original terms. Several components were renegotiated or added outright. The single most valuable addition, from a content perspective, is access to Barça Legends. That means retired players — think the generation of Xavi, Puyol, Iniesta, and their contemporaries — can now appear in 1xBet branded material and fan engagement initiatives. No other betting operator currently has licensing rights to this kind of content.

Why does the length of this deal matter? Because longevity in football sponsorship is exceptionally rare. Betway's partnership with West Ham, often cited as one of the longer betting deals in the Premier League, lasted six seasons before it ended. Most La Liga and Premier League betting sponsorships get renegotiated every two to three years — sometimes every single year. The 1xBet–Barcelona deal, by contrast, has now survived a global pandemic, the departure and replacement of two sporting directors, a near-complete squad overhaul, and a wave of stricter gambling advertising regulations across the European Union. And after all of that, it was still renewed. That speaks to the sports marketing value both sides see in maintaining the relationship.

What the Partnership Includes

The contractual scope breaks down into five main areas:

• International digital advertising: 1xBet branding on FC Barcelona's website, social media accounts, and mobile app — applicable in all markets outside Spain. (Spanish law restricts gambling-related advertising on sports platforms, so this component does not apply domestically.)

• Player access: Men's first team, women's team, and indoor sports squads. Players are available for video campaigns, promotional photo shoots, and content appearances tied to 1xBet marketing.

• Barça Legends: Former players from the club's alumni programme participate in exclusive 1xBet content. This was not part of the original 2019 deal and was introduced when the contract was renewed in 2024.

• Co-branded campaigns: Promotions distributed through both 1xBet's platform and Barcelona's own media channels at the same time.

• Match-day activations: Collaborative marketing tied to La Liga weekends, Champions League matchdays, Copa del Rey fixtures, and the Spanish Super Cup.

Partnership Timeline

1xBet Sponsorship Portfolio

Barcelona is the headline name, but the football betting sponsorship portfolio 1xBet has assembled over the past several years goes well beyond a single club deal. The breadth of it — football, basketball, tennis, volleyball, esports, spread across Europe, South America, Africa, and parts of Asia — is something very few betting operators can match.

Football

There is one fact worth dwelling on here: 1xBet is the only bookmaker currently partnered with both FC Barcelona and Paris Saint-Germain. Those two clubs combined have a social media audience north of 600 million followers. Layer in an Italian Serie A league-wide deal and a partnership with CAF — the body governing football across 54 African nations, where mobile betting has been growing at double-digit rates year over year — and you begin to see the scope of this operation.

Other Sports

The FIBA partnership warrants its own mention. Signed in January 2025, the agreement grants 1xBet exclusive betting-category rights across every major FIBA senior event: men's basketball, women's basketball, and 3x3. Given basketball's position as the second most wagered-on sport worldwide (after football), this deal carries substantial commercial weight.

Esports

On the esports front, 1xBet maintains active sponsorships with a number of tier-one and tier-two organizations:

• ESL (the largest tournament organizer in Counter-Strike 2 and Dota 2)

• Team Spirit (Dota 2 TI champions, 2021)

• OG Esports (back-to-back TI winners, 2018 and 2019)

• MIBR

• Tundra Esports

• Aurora

• BeastCoast

You will see 1xBet branding on broadcast overlays, player jerseys, and arena signage during virtually every CS2 Major and most top-tier Dota 2 events. The esports audience skews younger than traditional sports viewers, which makes these partnerships strategically important for a brand looking to build recognition with the next generation of bettors.

What This Partnership Means for Bettors

Enhanced Barcelona Betting Markets

What separates 1xBet from other betting sites that sponsor FC Barcelona (or any La Liga club, for that matter) is the product depth. Being one of the club's top-tier club sponsors gives the company both the commercial incentive and the data pipeline to invest more heavily in Barcelona-related coverage than a bookmaker without those ties would.

On every single Barcelona fixture — whether it is a mid-season La Liga game or a Champions League quarter-final — the platform offers the following:

Pre-match markets: Match result (1X2), double chance, total goals over/under, both teams to score, Asian handicap, correct score, half-time/full-time, first goalscorer, and fixture-specific specials. The specials change depending on the match (Champions League knockout ties tend to have more prop markets than a typical league fixture, for instance).

Live betting: In-play odds that update continuously through a real-time stats feed. Spreads, totals, and prop markets shift with each significant event — a goal, a red card, a substitution. Barcelona games carry some of the widest in-play market selections of any La Liga fixture on 1xBet, partly because the volume of bets on Barça matches justifies keeping more markets open.

Outright futures: Who wins La Liga? Who finishes top scorer? Will Barcelona qualify for the Champions League? Will they win it? Head-to-head season placement (Barcelona vs. Real Madrid, Barcelona vs. Atlético) is also available in most seasons.

Player performance props: Goals, assists, shots on target, cards received. Listed for most La Liga and Champions League matchdays.

Every competition Barcelona participate in gets covered: La Liga (all 38 rounds), Copa del Rey, Champions League (group stage through final), and the Spanish Super Cup. Pre-season friendlies typically appear as well, though with fewer market categories.

Exclusive Promotions on Barça Matches

The Official Betting Partner designation is not just a title — it comes with licensing rights. 1xBet can build promotions directly around FC Barcelona's brand and fixtures in a way that unlicensed competitors are legally unable to replicate:

• Boosted odds on specific Barcelona La Liga and Champions League fixtures.

• Accumulator bonuses that kick in when you combine two or more La Liga selections in one bet slip.

• Free bet offers around major fixtures — El Clásico, the Champions League Round of 16 or quarter-finals, the Catalan derby against Espanyol.

• Prediction contests and fan vote campaigns connected to Barcelona milestones (top scorer at various points in the season, specific match-related outcomes, and so on).

Available offers rotate with the fixture calendar. Before each Barcelona match, checking the promotions section on 1xBet will show you what is currently active.

Betting on Barcelona in Canada

1xBet is available to Canadian bettors who are 19 years old or older. The platform is licensed by the Curaçao Gaming Control Board and accepts players from every Canadian province — with one caveat. Ontario operates a separately regulated iGaming market through the AGCO (Alcohol and Gaming Commission of Ontario), and 1xBet has not obtained an AGCO licence. That means Ontario residents do not have access through the regulated provincial channel.

For bettors in the rest of Canada, here is what the platform provides:

• Welcome bonus: 120% deposit match on the first deposit you make, up to a ceiling of $1,080 in bonus funds. Wagering conditions apply — between 5x and 10x rollover depending on your deposit amount, through accumulator bets with a minimum of three selections.

• Canadian dollar accounts: Deposit and withdraw in CAD. No conversion surcharges are applied by the platform itself (your bank or payment provider may have its own policies).

• La Liga coverage: Pre-match and live betting on every Barcelona fixture and every La Liga round, from the opening match in August through the final day of the season in late May.

• Live streaming: Certain La Liga and other football matches are available to stream directly on 1xBet after logging into your account. No separate subscription required.

• Mobile: Native apps for both iOS and Android. There is also a mobile-optimized browser version that carries the full functionality of the desktop site — same markets, same live betting, same cashout options.

Payment methods: Interac (the most popular option among Canadian users), Visa, Mastercard, bank transfers, e-wallets such as Skrill and Neteller, Bitcoin, Ethereum, Litecoin, and additional cryptocurrency options. Over 100 methods in total. Deposits generally process instantly; withdrawals are typically completed within 24 to 48 hours, though processing times vary by method.