Online betting site 1xBet has signed deals with top-flight football clubs Liverpool, Chelsea and Barcelona to attempt to gain greater visibility in the UK and across Europe.

1xBet will be Liverpool FC’s ‘Official Global Betting Partner’, Chelsea FC’s ‘Official Global Partner’ and Barcelona FC’s Official Betting Partner.

The three clubs 1xBet has partnered with have achieved no less than five Champions League trophies between them over the past 10 years and are all major contenders for title wins in their respected leagues. Two of the clubs, Liverpool and Barcelona last faced each other in the UEFA Champions League Semi-Final in May in a thrilling encounter which saw Liverpool overturn a 3-0 first-leg defeat to win their home tie 4-0 and progress to the final where they went on to beat fellow Premier League side Tottenham Hotspur and lift the trophy.

Chris Townsend OBE, Chelsea FC’s commercial director said:

“1xBet are one of the most rapidly developing companies in the betting industry and we look forward to supporting them in their endeavour to increase brand awareness within the UK and around the world.”

Speaking of the deal with 1xBet, Barcelona FC’s Head of Commercial said:

“This deal consolidates our global expansion strategy and we are sure that it will help us to connect with new sports fans all around the world,”

Alex Sommers of 1xBet commented:

“It’s a big honour for us to become a partner of such iconic football clubs as Liverpool, Barcelona and Chelsea.”

“We guarantee that fans will see a variety of interesting and engaging activities from the partnerships, meeting our goal of bringing supporters closer to the sporting action through our innovative products and supercharged betting experience. Barcelona’s slogan is ‘More than a club’ and we hope that over the next five years, the fans will come to realise that 1xBet is more than a bookmaker.”

1xBet was established in 2011 and has become a popular choice for bettors around the world. They are a Russian-based bookmaker which has over 1,000 land-based betting shops and ventured online with the aim of a quick expansion across various continents. The bookmaker offers betting on a huge range of sports and allows customers to stream up to 4 live sporting events simultaneously in high definition.

The betting brand has currently come under fire by the UK Gambling Commission for various reasons and as a result, has had their UK-facing website suspended. However, 1xBet continues to operate as normal in other jurisdictions outside of the UK.