Since 2012, global betting company 1xBet has been engaged in initiatives aimed at popularising cricket in India and other Asian countries. However, sport always motivates to conquer new heights, so the brand has taken another step forward by signing a partnership agreement with the European Cricket Network.
Cricket originated in England, but it was in India that it reached the Olympic level. Spectacular matches of the best IPL teams won the hearts of fans all over the world. Cricket remained on the sidelines for a long time, but now it has finally emerged from the shadow of the classical sports and will be introduced to the 2028 Olympics in the United States.
1xBet has always been the most loyal fan of cricket and will now promote it not only in India, UAE and Africa, but also in Europe.
1xBet blurs boundaries in cricket development
From April 1 to October 31, 2025, global betting company 1xBet will be the Official Betting Partner of European Cricket Network, a prestigious organisation responsible for holding several important men’s and women’s tournaments:
- European Cricket League
- European Cricket Championship Men’s & Women’s
- European Cricket Series Men’s & Women’s
- European Cricket Internationals Men’s & Women’s
- ECN Tournaments And Weston / Meltl Shield
ECN events are among the top 10 most popular cricket competitions in India. These tournaments feature prominent players who can give fans a top-level show. The organisation of the competitions is also impeccable.
European Cricket Network holds matches in more than 20 European countries. European Cricket League games are streamed by the best broadcasters: Fancode, Sky Nz, Fox Australia, Sportsmax Caribbean, Atn Canada, Sportdeutschland Deutschland, Streamster Austria, Swiss Sport TV Switzerland, Startimes Sub-Sahara Africa and many others. ECN competitions attract a huge audience.
With the full support of 1xBet, European Cricket Network tournaments can become an important part of the global cricket family and grow their audience. The brand’s sponsorship helps teams to improve infrastructure and create optimal training conditions, motivating young people to take up the sport and fulfil their potential.
“The partnership with European Cricket Network is a landmark event for all cricket fans. ECN is popularising cricket in countries where the sport isn’t yet mainstream: Germany, Spain, Italy, France and many others. We are delighted to become a sponsor of ECN and are confident that through shared values, we’ll be able to increase the audience of fans of this spectacular sport, which in 3 years will debut at the Olympic Games in Los Angeles,” said Irina Kapoor, Head of Marketing at 1xBet.
“European Cricket is excited to partner with 1xBet, one of the most innovative and engaging companies within this sector. With this partnership, European Cricket Network sits alongside other first-class sponsorships of 1xBet such as their partnerships with FC Barcelona, FIBA, Volleyball World and many other high-level rights holders,” stated Roger Feiner, CEO of the European Cricket Network.
The ECN holds hundreds of matches a year, which will give 1xBet constant visibility in the broadcasts. As part of the partnership, the 1xBet logo will be featured in ECN game broadcasts, as well as in all promotional campaigns of the tournament. Commentators will mention the brand name during regular matches and when reviewing team statistics. Collaborative content will also be created for publication on social media, and fans will be offered a variety of interactive entertainment.
In the TV broadcasts, fans will see a 1xBet branded coin that will be tossed to determine which team will bat and which side will have to field at the start of the match.
The co-operation between 1xBet and the European Cricket Network is a fascinating story that will be extremely interesting to follow!
About the European Cricket Network
Founded in 2018, the European Cricket Network (ECN) is the digital home of cricket in Europe. The ECN is focused on growing the sport by developing great events, while using cutting-edge technology to create entertainment, promotion and digital fan engagement of cricket being played all over Europe, then taking it to a global audience via ECN media partners. ECN produces live, TV quality broadcasts of the following marquee events throughout the year:
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 Cricket Tournament
Meltl Shield – Women’s All-Star Cricket Tournament
About 1xBet
1xBet is a globally recognised bookmaker with 18 years in the betting industry. The brand’s customers can place bets on thousands of sporting events, with the company’s website and app available in 70 languages. The official partner list of 1xBet includes FC Barcelona, Paris Saint-Germain, LOSC Lille, La Liga, Serie A, Durban’s Super Giants, European Cricket Network and other renowned sports brands and organizations. The company’s ambassadors in India are famous cricketer Heinrich Klaasen and actress Urvashi Rautela. The company has repeatedly been a nominee and recipient of prestigious professional honours such as IGA, SBC, G2E Asia, and EGR Nordics Awards.