Sports betting and gaming operator 1xBet has signed a partnership with French soccer club Lyon. The partnership will be active through the 2021/2022 season, with an option in the contract to extend the collaboration should it achieve pre-agreed targets. 

As a result, 1xBet will be an exclusive betting partner to the club in the Middle East and North Africa. Lyon will land its significant clout with soccer fans and help 1xBet position itself in the targeted markets.

1xBet’s spokesperson, Alex Sommers, said that the company was excited to be joining hands with a club of Lyon’s caliber. He pointed out that the club is one of the oldest in French history and that it has amassed a number of Ligue 1 victories over the years. Lyon was part of the UEFA Champions League semi-finals in August when it lost to Bayern Munich with 0-3. 

Sommers is confident that Lyon’s brand visibility will allow 1xBet to consolidate its own efforts in a region described as very important for the operator. Lyon’s games in Africa will be broadcast with 1xBet signage and advertisement present in a bid to further boost popularity.

1xBet Expands Footprint with Soccer Clubs

1xBet has had a string of successful partnerships with a number of sports clubs. The sportsbook is now an official partner to Premier League club Chelsea with the pair signing a three-year contract. 

This comes on the tail of two other big partnerships for 1xBet, signing with Barcelona and Liverpool as a global partner for both soccer clubs. 1xBet is once again back in focus, with Lyon becoming the company’s latest partner.

The company was awarded a Rising Star in Sports Betting Innovation by SBC Awards in 2018. 1xBet also focused on several partnerships in Africa, with one featuring singer Davido and another one featuring Nigerian comedian Mark Angel. 

In an interesting twist, the company signed a partnership with ESL Gaming to become the league’s official betting partner globally for the ESL Pro Tour and ESL One Summer up to the IEM Katowice 2022.