1xBet and European Cricket Network Partner Up to Bowl Over European
Global betting brand 1xBet has reached an agreement with the European Cricket Network (ECN) to help develop cricket in Europe. This step continues the company’s work in supporting cricket, which began in 2012 with a focus on India and several other parts of Asia.
Cricket is one of the top sports in India, mainly because of the popularity of leagues like the Indian Premier League (IPL). However, the sport hasn’t been widely followed in Europe until recently. Its planned return to the Olympics in 2028, set to take place in Los Angeles, is expected to help raise interest in more regions.
1xBet app has consistently backed cricket development in regions like India, the UAE, and Africa. This new collaboration with ECN extends that support to countries across Europe, matching ECN’s goal of growing the sport at a continental level.
Coverage of Key Cricket Events in 2025
Under the agreement, 1xBet will become the Official Betting Partner of ECN from April 1 to October 31, 2025. During this time, the company will support a series of ECN-run tournaments for both men’s and women’s teams. The tournaments include:
● European Cricket League (ECL);
● European Cricket Championship (men’s and women’s);
● European Cricket Series (men’s and women’s);
● European Cricket Internationals (men’s and women’s);
● Weston Shield (Men’s All-Star tournament);
● Meltl Shield (Women’s All-Star tournament).
Many of these competitions already have strong viewership in India. They are praised for their well-organised matches and the quality of players who take part.
Matches under the ECN banner are held in over 20 European countries. The events are shown by broadcasters across the world, including FanCode (India), Sky Sport (New Zealand), Fox Sports (Australia), SportsMax (Caribbean), ATN (Canada), SportDeutschland (Germany), Streamster (Austria), Swiss Sport TV (Switzerland), and StarTimes (Africa), among others. This wide network helps ECN competitions reach a global audience.
1xBet’s sponsorship is expected to help further expand that reach. The support will also help tournament organisers and teams improve facilities and training, which can encourage more young players to start playing cricket and improve their skills.
“This partnership marks a big step forward for cricket fans around the world,” said Irina Kapoor, Head of Marketing at 1xBet. “ECN is introducing the sport to new areas, including countries like Germany, Spain, Italy, and France, where cricket is still growing. We’re happy to be part of this process and hope our joint efforts bring more fans to the sport ahead of its Olympic comeback.”
“We are pleased to join forces with 1xBet, a well-known name in sports sponsorship,” said Roger Feiner, CEO of the European Cricket Network. “This move places ECN in the same group as 1xBet’s other major partnerships, such as those with FC Barcelona, FIBA, and Volleyball World.”
Promotion and Media Visibility
ECN runs hundreds of matches each year. This gives 1xBet regular visibility during game broadcasts. As part of the deal, the 1xBet logo will appear on-screen during matches and be included in marketing materials related to the tournaments. Commentators will also mention the company’s name during match coverage and when discussing team stats.
The partnership also includes joint efforts on social media, as well as fun content and activities to keep fans involved. One unique feature will be a custom coin with the 1xBet logo used during each match’s coin toss to decide which team bats or fields first.
The agreement is expected to raise the sport’s profile in Europe and create more chances for fans to connect with cricket.
About European Cricket Network
The European Cricket Network was launched in 2018 to help cricket grow in Europe. The organisation focuses on running tournaments and building interest through media outreach. ECN also works with international broadcasters to ensure matches are available to viewers around the world. Their calendar includes:
● European Cricket Championship (ECC);
● European Cricket League (ECL);
● European Cricket International (ECI);
● European Cricket Series (ECS);
● European Cricket Championship – Women (ECC-W);
● Weston Shield (men’s All-Star tournament);
● Meltl Shield (women’s All-Star tournament).
Each tournament aims to bring more attention to the sport in different countries and give players a stage to show their talent.
About 1xBet
1xBet is an international bookmaker with 18 years of history in the betting industry. The company provides betting markets for thousands of sports events and operates through a website and app available in more than 70 languages.
1xBet has partnered with many major sports brands, including football clubs like FC Barcelona, Paris Saint-Germain, and LOSC Lille, as well as leading sports leagues such as La Liga and Serie A. In cricket, the company works with both ECN and South Africa’s Durban Super Giants.
In India, 1xBet’s brand ambassadors include professional cricketer Heinrich Klaasen and film actress Urvashi Rautela. The company has received a number of international awards, including recognition from the International Gaming Awards, SBC Awards, G2E Asia, and EGR Nordics.
