Partnership since: 2022 | Role: Official Betting Partner | Contract through: 2028 | Scope: International broadcasts, digital content, PSG Legends activations

Paris Saint-Germain won the Champions League for the first time in 2025, beating Inter Milan 5–0 in the final — the largest margin of victory in a UCL final in tournament history. 1xBet was there as the club's Official Betting Partner when it happened. The two brands have been working together since July 2022, when 1xBet initially came on board as PSG's regional partner for Africa and Asia. That arrangement grew. By September 2025, both sides agreed to a renewal that extended the deal through 2028 and upgraded 1xBet's status to Official Betting Partner across international markets. For Canadian bettors, the partnership feeds directly into the product: Ligue 1 market depth, PSG-specific promotions during the season, and a sportsbook with contractual ties to the reigning European champions.

About the 1xBet and PSG Partnership

How It Started (2022)

The original deal was signed in the summer of 2022, effective from July 1. Under the initial three-season agreement, 1xBet took on the role of Official Regional Partner — a designation that covered Africa and Asia, with plans to expand into additional territories over the following seasons.

Why PSG? At the time of signing, the club reported over $324 million in annual sponsorship revenue — more than any other French football club and among the top five globally. PSG's commercial roster already included Nike (kit deal worth ~€80M/year through 2032), Qatar Airways (~€70M/year as shirt sponsor), GOAT (~€17M/year as sleeve sponsor), and Visit Rwanda. Adding 1xBet as PSG's primary betting sponsor for international markets positioned the online gambling brand alongside some of the highest-value partnerships in world football.

Marc Armstrong, PSG's Chief Partnerships Officer at the time, said the club was "delighted to welcome 1xBet as a regional partner" and pointed to the bookmaker's established presence in markets "where the club has a great many supporters." That presence mattered. PSG's fanbase in Africa — particularly in francophone West and North Africa — and in Southeast Asia had been growing rapidly, and a betting partner with operations in those regions was a logical fit.

What 1xBet received: the right to use PSG branding in marketing campaigns, access to first-team players for promotional content, and visibility through the club's digital channels. PSG's social media following — over 200 million combined across Instagram, Facebook, X, YouTube, and TikTok — provided an audience that most Ligue 1 sponsorships cannot offer.

Partnership Renewal (2025–2028)

The renewal came on September 17, 2025, announced during the final day of the SBC Summit in Lisbon — the largest sports betting industry conference in Europe. The timing was not accidental. 1xBet held a significant presence at the event, and the renewal served as both a partnership milestone and a marketing moment.

Under the new terms: three additional seasons, pushing the deal through the end of the 2027/28 campaign. But more importantly, the contract renewal came with a status upgrade. 1xBet moved from Regional Partner to Official Betting Partner — a higher tier that expanded the geographic scope beyond Africa and Asia and granted broader rights across PSG's international operations.

Richard Heaselgrave, PSG's Chief Revenue Officer, described the extension as reflecting "our ambition for innovation and international growth." A 1xBet representative called the arrangement "of strategic importance" and framed the renewal as evidence of "stability and mutual trust."

The timing coincided with the most successful season in PSG's history. In 2024/25, the club completed a historic campaign: Ligue 1 champions, Coupe de France winners, and — for the first time ever — Champions League winners after a dominant 5–0 victory over Inter Milan in the final. Ousmane Dembélé took home the Ballon d'Or, while head coach Luis Enrique received the Johan Cruyff Trophy. Five major trophies in a single season. For 1xBet, renewing with a club at the peak of its sporting achievements — rather than during a rebuilding period — sends a clear sports marketing signal to competitors.

What the Partnership Includes

The scope of the 1xBet–PSG deal is structured around three pillars:

Stadium and broadcast visibility: 1xBet branding appears on LED boards and 3D carpets during all PSG matches that are broadcast internationally. This is a meaningful distinction — unlike some digital-only sponsorships, 1xBet gets physical in-stadium presence that is visible to global TV audiences during Ligue 1 and Champions League fixtures at Parc des Princes and away venues.

Digital content and social media: Joint content production for PSG's social networks and digital platforms. This includes co-branded video, player interviews, behind-the-scenes access, and campaign-specific assets distributed across PSG's 200M+ follower base.

PSG Legends and player activations: Former PSG players participate in 1xBet-branded fan engagement activities. Additionally, current first-team stars are featured in marketing campaigns. The most recent example is the 2025/26 preseason campaign titled "Let your victory in," which features Lee Kang-in, Khvicha Kvaratskhelia, Vitinha, Marquinhos, and Fabián Ruiz — five players central to PSG's Champions League-winning squad.

One additional element worth noting: 1xBet is not licensed to operate in France (the Autorité Nationale des Jeux, ANJ, has not authorized the operator). As a result, all 1xBet branding and activation is directed at international markets. Inside France, PSG maintains a separate betting partnership with ParionsSport (a brand of Française des Jeux), which holds the Premium Partner designation for the domestic market through 2028.

Partnership Timeline

1xBet Sponsorship Portfolio

PSG is one of two top-five-followed football clubs in the 1xBet portfolio — the other being FC Barcelona. Together, they represent the core of a football betting sponsorship strategy that extends across multiple leagues, federations, and competitive gaming organizations.

Football

No other bookmaker holds simultaneous partnerships with both PSG and Barcelona. Those two clubs alone account for a combined social media reach approaching 700 million followers. The Serie A and CAF deals extend 1xBet's footprint into Italy and across the African continent — regions where football betting volumes have been expanding year over year.

Other Sports

The FIBA agreement, signed in January 2025, is noteworthy: it covers every senior FIBA event — men's and women's basketball, plus 3x3 — with 1xBet holding category exclusivity. Basketball ranks second only to football in global betting volume, which makes this a strategically significant deal.

Esports

1xBet sponsors several organizations competing at the highest levels of Counter-Strike 2, Dota 2, and other titles:

• ESL (tournament operator — CS2 Majors, Dota 2 events)

• Team Spirit (Dota 2 TI champions, 2021)

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

• MIBR

• Tundra Esports

• Aurora

• BeastCoast

The 1xBet logo is a regular feature on broadcast overlays and team jerseys during CS2 Majors and Dota 2 Premier events. Given that the average esports viewer is younger than the typical football audience, these sponsorships serve a different purpose — building brand recognition with the next generation of bettors.

What This Partnership Means for Bettors

Enhanced PSG Betting Markets

Among betting sites that sponsor PSG, 1xBet provides the most comprehensive product. As one of the club's top-tier club sponsors — and the only international betting partner — 1xBet invests heavily in its Ligue 1 and Champions League coverage.

Every PSG fixture comes with the following market structure:

Pre-match: 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. Champions League knockout matches and Le Classique (PSG vs. Olympique de Marseille) tend to carry expanded market lists compared to standard Ligue 1 rounds.

Live betting: In-play odds powered by a real-time stats feed. Spreads, totals, and player props adjust with each goal, card, or substitution. PSG matches — particularly in European competition — consistently carry some of the deepest in-play market selections on the platform.

Outright futures: Ligue 1 title, top scorer, top-three finish, Champions League winner (PSG enter as defending champions), and head-to-head season placement markets.

Player performance props: Goals, assists, shots on target, cards. Available for most Ligue 1 and Champions League matchdays. Given PSG's squad depth — Dembélé, Kvaratskhelia, Barcola, Vitinha, Zaïre-Emery — prop markets on this team tend to be broader than for most other Ligue 1 clubs.

Coverage spans every competition PSG participate in: Ligue 1, Coupe de France, Champions League, Trophée des Champions. Pre-season friendlies are typically listed as well, though with fewer market categories.

Exclusive Promotions on PSG Matches

The Official Betting Partner designation gives 1xBet licensing rights to build promotions directly around PSG — something that unlicensed competitors cannot replicate:

• Boosted odds on selected PSG Ligue 1 and Champions League fixtures.

• Accumulator bonuses that apply when combining multiple Ligue 1 selections on one slip.

• Free bet offers around high-profile matches — Le Classique vs. Marseille, Champions League knockout rounds, Coupe de France later stages.

• Prediction contests connected to PSG milestones and season benchmarks.

Promotional offerings rotate with the fixture schedule. Checking the promotions section on 1xBet before each PSG matchday will show which offers are currently active.

Betting on PSG in Canada

1xBet accepts Canadian bettors who are 19 years old or older. The platform operates under a Curaçao Gaming Control Board licence and is accessible across all Canadian provinces — except through Ontario's regulated iGaming market, where an AGCO licence is required (1xBet does not hold one).

For Canadian users outside Ontario, the platform offers:

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

• Canadian dollar accounts: Deposits and withdrawals in CAD without platform-imposed conversion fees.

• Ligue 1 coverage: Full pre-match and live betting on every PSG fixture and every Ligue 1 round, from the opening weekend in August through the final matchday in late May.

• Champions League: Complete market coverage on all PSG European matches — group stage through the final.

• Live streaming: Select matches available directly on the platform after logging in. No additional subscription.

• Mobile: Native apps for iOS and Android, plus a mobile-optimized browser version with the same functionality as the desktop site.

• Payments: Interac (the most used method among Canadian bettors), Visa, Mastercard, bank transfers, e-wallets (Skrill, Neteller), Bitcoin, Ethereum, Litecoin, and other crypto options. Over 100 methods total. Deposits process instantly in most cases; withdrawals typically take 24–48 hours depending on the method selected.

Ontario residents should be aware that the province's regulated market, overseen by iGaming Ontario and the AGCO, only permits locally licensed operators. 1xBet is not among them.