2025 was a high-energy year for 1xBet across multiple African markets. The brand
combined continent-wide football sponsorship assets with local initiatives, expanded digital
activations in GEOs where online remained the primary channel, and continued building
offline presence where retail development was available. Alongside marketing activity, 1xBet
invested in platform upgrades, payment convenience, and responsible gaming
communication – while also supporting community projects with long-term value.
A Pan-African Football Focus: CAF Partnership & AFCON Momentum
African football remained a central pillar of 1xBet’s regional strategy. As an official partner of
the Confederation of African Football (CAF), the brand continued supporting major
competitions across the continent and building anticipation for AFCON – one of Africa’s most
watched sporting events. This long-term partnership helped unify communications across
GEOs, providing a consistent football narrative that local teams could adapt to their markets
Promotions & Local Activations
Throughout 2025, 1xBet delivered a diverse and well-structured promotional calendar across
multiple markets, combining scalable digital formats with locally adapted activations. A
consistent flow of headline campaigns – including CAF Trophy Hunt, Spin and Win, weekly
Freebet draws, and other recurring formats – ensured continuous visibility and regular
audience engagement throughout the year.
At the center of this promotional ecosystem stood Big Match, the flagship campaign of 2025
and one of the most widely communicated initiatives across markets. Supported by
dedicated articles and media coverage, Big Match distinguished itself through its
straightforward mechanics, strong football context, and offline prize ceremonies featuring
high-value cash rewards. In Ghana, Burundi, Zambia, Congo-Brazzaville, Gambia and
others winners were awarded in person, transforming the campaign into a tangible,
real-world experience that extended beyond digital communication and reinforced brand
credibility
Alongside global formats, 1xBet actively localized its activations to reflect national context
and key calendar moments. Independence Day bonuses in markets such as Côte d’Ivoire,
Mali, and Burundi became important emotional touchpoints, while campaigns like WOW
Promo, “Bets for All”, app-focused initiatives, and 1xGames supported reach, creativity, and
product visibility across different user segments
In parallel, 2025 marked meaningful progress in local presence and offline execution in
several countries. In Equatorial Guinea, 1xBet strengthened its footprint through sponsorship
of football competitions in Malabo, summer promotions at betting locations, and the opening
of a new betting shop – a significant step in expanding offline operations. In Sierra Leone, the
launch of the country’s first betting shop became a major milestone and a strong
informational trigger that supported subsequent social media activity. Zambia demonstrated
one of the most active on-the-ground calendars, combining bar match screenings,
participation in large local events, PlayStation tournaments at betting locations, and
sponsorship of the Drift vs Spin motorsport event.
Together, these initiatives highlighted 1xBet’s ability to scale campaigns across multiple
markets while adapting execution to local realities – balancing digital reach with offline
visibility, and turning promotions into memorable brand moments supported by both online
communication and real-world engagement.
Social Media Contests & Digital Engagement
Throughout 2025, social media contests continued to be one of 1xBet’s most consistent
ways of engaging with its audience. In total, the brand delivered hundreds of interactive
social media campaigns, with 20–35+ contests per country on average, resulting in well over
5,000 prize recipients across the continent throughout the year.
Many of these promos were implemented in collaboration with local ambassadors, football
clubs, and community partners, including joint campaigns with artists, athletes, and social
initiatives. Overall, these social media activities ensured stable visibility, regular audience
interaction, and scalable engagement across multiple markets throughout the year.
Partnerships & Ambassadors: Sport and Culture, Locally Relevant
In 2025, 1xBet strengthened credibility and local visibility through partnerships tailored to
each market’s context:
● Burundi: collaboration with the Burundi Football Federation and local music
ambassadors Sat-B and Drama T, aligning the brand with both football and culture.
● DR Congo: ambassador activity with Ferre Gola, paired with major promo delivery
and offline prize moments.
● Gambia: ambassador work with Jizzle, including sponsorship support for concerts –
connecting sports communities with cultural life.
● Kenya: sponsorship of Waziri 1xCup and partnership with Mathare United FC,
supporting grassroots sport and youth participation.
● Cameroon: structured partnerships spanning Tenor, FC Bamenda, and the
Cameroon Basketball Federation, creating a multi-sport, multi-channel presence.
● Congo-Brazzaville: continued ambassador collaboration with Tidiane Mario and
renewed work with FC Diables Noirs.
Social Impact & Education: Projects with Long-Term Value
Beyond brand activity, 1xBet supported a range of initiatives designed to deliver lasting
community impact across multiple regions, with a focus on education, grassroots sport,
cultural development, and social responsibility.
Through the SiGMA Foundation, 1xBet contributed to long-term educational projects in
Uganda and Ethiopia, supporting the modernization of learning facilities and community
infrastructure. In Uganda’s Kasese region, the initiative is creating a safe and sustainable
educational environment for around 300 people, while in Ethiopia the focus included
education and women’s empowerment through structured community centers.
In Guinea, social engagement was delivered through the 1xImpact program — a year-round
platform supporting vulnerable groups via humanitarian and family-oriented initiatives. In
Zambia, the Safety on the Road project promoted responsible behavior among drivers and
pedestrians using educational content, media formats, and interactive engagement.
Sport-driven impact played a central role in Nigeria and Kenya. In Nigeria, 1xCup supported
grassroots football through large-scale amateur tournaments combined with digital visibility,
while 1xWoman focused on empowering women in sport through education and mentorship.
In Kenya, the Waziri 1xCup combined multi-sport competition with tangible community
support, strengthening youth sport and local infrastructure.
Additionally, 1xBet received the Best Sponsorship Programme Award at the Gaming
Operators’ Gala & Award Night for its contribution to sports development in Nigeria through
the 1xCup project. The award highlighted the brand’s structured approach to football
sponsorship, youth competitions, and compliance with regulatory standards, reinforcing
1xBet’s reputation as a long-term partner in the development of African sports.
Cultural initiatives expanded the brand’s social footprint in Congo Brazzaville and Ghana. In
Congo, 1xBet supported FESPAM, Africa’s largest pan-African music festival, contributing to
creative industries and youth engagement. In Ghana, participation in Dashiki Festival 2025
connected sport, culture, and community through environmental action, football
competitions, and cultural celebrations.
Together, these projects reflect 1xBet’s long-term approach to social impact — supporting
education, inclusion, safety, sport, and culture across diverse markets.
Product & Platform Development: Performance, Payments, Local Relevance
Across markets, 1xBet’s 2025 product focus emphasized speed, convenience, and locally
relevant content.
● Platform upgrades: multiple markets upgraded the platform, improving performance
and overall usability (e.g., Zambia, Burkina Faso, Madagascar, Guinea, Mali and
others where noted)
● Payments & cashback: local payment convenience expanded through cashback and
integrations, including examples such as Orange cashback increases (e.g., 5% to
10% where implemented), and Airtel cashback introductions (e.g., Gabon; Chad
referenced Airtel 10%
● Local content expansion: in Burundi, the sports line added matches from the local
League A, improving relevance for domestic football audiences.
● App and channel development: DRC highlighted the launch of an iOS app; other
markets expanded content distribution and owned channels (e.g., Telegram relaunch
where noted).
Sports Interest: What Fans Followed
While each market had its own nuances, audience interest across the portfolio consistently
centered on football, with strong additional attention to basketball, tennis, and esports
depending on the GEO. Major drivers of attention included CAF competitions, top European
leagues (EPL, La Liga, Serie A), and the UEFA Champions League Final, with globally
high-profile fixtures frequently acting as key content peaks.
Responsible Betting: 1xBalance Campaigns
Responsible gaming remained an important communication direction across multiple
markets in 2025. The 1xBalance initiative continued to develop through ongoing social
media campaigns, featuring educational formats, awareness-driven content, and practical
guidance aimed at supporting a more informed approach to betting behavior.
The 1xBalance campaign remains active across the brand’s social channels and will
continue into 2026. In January 2026, 1xBet also plans to launch a dedicated 1xBalance
website, which will offer structured advice, practical guides, and responsible gaming tools
designed to support conscious and balanced play.
Global Recognition: SiGMA Africa Awards Finalist
On the international stage, 1xBet continued to receive industry recognition. Last year, the
brand was named Best Sportsbook Operator in Africa at the prestigious SiGMA Africa
Awards 2024, a mark of true industry excellence. This year’s highlight came as 1xBet was
named a finalist in the SiGMA Africa Awards 2025 in two categories: Best Sportsbook
Operator 2025 and Best on Mobile 2025.
These nominations, alongside international wins like “Mobile Sports Product of the Year” at
the International Gaming Awards 2025, confirm 1xBet’s position among Africa’s elite gaming
brands.
Looking Ahead
By the end of 2025, 1xBet had strengthened multi-market execution through a balanced mix
of digital activations, offline steps where available, product improvements, and community
projects. With AFCON momentum, ongoing platform development, and new market
initiatives taking shape, 2026 is positioned to bring fresh formats and expanded activity
across the portfolio – built on a foundation of consistency, local relevance, and long-term
investment.
