1xBet Teams Up with European Cricket Network to Boost Cricket in Europe

 

Over the past decade, global betting company 1xBet has actively worked to popularise cricket in India and other parts of Asia. Now the company starts the partnering with the European Cricket Network (ECN) to help promote the sport across Europe.

Cricket was born in England, but it found unprecedented popularity in India, where events like the Indian Premier League (IPL) have enthralled fans worldwide. The sport spent years in the shadows, largely outside the Olympic spotlight, but it is finally set to be included in the 2028 Olympic Games in Los Angeles.

1xBet has been one of cricket’s most loyal supporters for a long time and concentrated on regions such as India, the UAE, and Africa. With this new agreement, the company is going to develop its cricket promotion initiatives into Europe.

Partnership spans major European cricket tournaments

From April 1 to October 31, 2025, 1xBet will be the Official Betting Partner of the European Cricket Network. The ECN is a leading body that organises several important cricket tournaments for men and women in Europe. The list includes:

• 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).

ECN’s tournaments rank among the ten most popular cricket events in India. These competitions attract top players who deliver high-calibre performances, and the events are recognised for their strong organisation.

The European Cricket Network stages matches in over 20 European countries. Its flagship tournament, the European Cricket League, is broadcast by major networks around the world — for instance, 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 coverage gives ECN competitions a massive global audience.

ECN tournaments can further integrate into the global cricket community and attract even more viewers with the 1xBet help. The sponsorship from 1xBet will enable teams to upgrade their infrastructure and training facilities, inspiring more young players to take up cricket and excel in it.

“This is a landmark partnership for cricket fans everywhere. ECN has been introducing cricket in countries where it’s not yet a mainstream sport, like Germany, Spain, Italy and France. We are very pleased to support ECN and we are confident that our shared values will help increase the fan base of this exciting sport, which is scheduled to debut at the Olympics in three years,” said Irina Kapoor, Head of Marketing at 1xBet.

“European Cricket is delighted to welcome 1xBet as a partner, as they are one of the most innovative companies in our field. This partnership places the European Cricket Network alongside other premier sponsorships in 1xBet’s portfolio — including those with FC Barcelona, FIBA, Volleyball World and many others,” said Roger Feiner, CEO of the European Cricket Network.

ECN runs hundreds of matches each year, giving 1xBet continuous exposure during these broadcasts. 1xBet’s branding will be visible on ECN live streams and in all promotional materials for the tournaments. Commentators will mention 1xBet while matches when they will discuss play and statistics, and keep the brand in the spotlight. Additionally, the two organisations will produce joint content for social media and offer fans a range of interactive activities during ECN events.

Moreover, a coin bearing the 1xBet logo will be used for the coin toss at the start of each match to decide which team bats first and which will field.

Fans of the sport will be keen to follow how this collaboration unfolds and contributes to cricket’s growth in Europe.

About the European Cricket Network

The European Cricket Network (ECN), founded in 2018, is the digital hub for cricket in Europe. It strives to grow the sport by developing outstanding events and using advanced technology to enhance entertainment, promotion and fan engagement. The ECN works with various media partners to deliver European cricket to a global audience. It produces live, TV-quality broadcasts of several flagship competitions throughout the year. They are the following:

• 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).

About 1xBet

1xBet is an internationally recognised betting company with 18 years in the industry. It allows fans to bet on thousands of sporting events, and its online services – via website and mobile app – are available in approximately 70 languages. 1xBet’s official partners include prominent sports teams and leagues such as FC Barcelona, Paris Saint-Germain (PSG), LOSC Lille, La Liga (Spain) and Serie A (Italy), as well as cricket organisations like Durban’s Super Giants and the European Cricket Network. The brand’s ambassadors in India include cricketer Heinrich Klaasen and actress Urvashi Rautela. The company has also received numerous industry accolades, having been nominated for and winning awards at the IGA, SBC, G2E Asia and EGR Nordics.