PSG Extend Sponsorship Deal with 1xBet Until 2028 Amid Controversy

Paris Saint-Germain FC, the UEFA Champions League titleholders, have extended their partnership with 1xBet for three seasons, with the gambling company retaining its status as the club’s official betting partner, having the rights to display its logo on LED boards and create joint digital content.

Paris Saint-Germain and the betting operator 1xBet have agreed to extend their partnership for three more seasons, taking the deal through to 2028. The renewed contract will keep 1xBet as the French club’s official partner in sports betting, and its branding (logo) will appear on LED boards and 3D carpets during international fixtures, including the 2025–26 Champions League, the competition in which PSG defends the title. The partnership also includes co-produced digital content for social media platforms of “The Parisians” and engagement of legendary former players in promotional activities.

Richard Heaselgrave, PSG’s Chief Revenue Officer, described the extension as reflecting “stability and mutual trust,” noting that 1xBet is a “global brand that shares our ambition for innovation and international growth.”

Legal Status and Controversies

While the partnership moves forward, it comes with significant controversy: 1xBet is banned in France. According to French regulatory sources and media analyses, the operator isn’t permitted to offer services in France due to legal, licensing, and regulatory compliance issues. Actually, this Cyprus-based gambling company, which, truth to be told, is among the larger globally recognized gambling platforms, does many high-profile sponsorships (partners with big football clubs, e.g., Barcelona, Paris Saint-Germain, and eSports teams), got about 6.7 million of visits globally per month on its site in August 2025 where it has huge online betting directory, and operates a large affiliate program with over 100,000 affiliates globally, is banned or restricted in several major jurisdictions (UK, parts of Europe, France, etc.).

Some critics, including Corentin Ségalen of the ANJ (Autorité Nationale des Jeux), an independent administrative authority responsible for regulating sports betting and games of chance, which were previously a state monopoly, in France, and president of the Copenhagen Group (an anti-match-fixing concern group), have publicly condemned 1xBet’s practices. The criticisms include alleged links to money laundering, operation from jurisdictions with lax oversight, aggressive targeting of markets in Africa and elsewhere, and potential regulatory evasion.

There are also accusations of marketing strategies involving influencers or offering such bonuses/codes that may exploit regulatory gaps. Some analyses point out that 1xBet may benefit from being less constrained financially compared to fully regulated bookmakers, allowing them to offer more generous odds or more aggressive promotional tactics.

Why PSG Continue Deal

Despite the controversies, PSG appear committed to maintaining the deal. Reasons cited include:

• The financial benefits, though precise figures for the new extension were not made public. Some estimates suggest that the club may earn around €15 million per season from the partnership, given the scope of promotional activities and the scale of PSG’s reach.
• The global exposure: Even though 1xBet is banned locally in France, much of this sponsorship is oriented toward international visibility—LED boards, 3D carpets visible in international broadcasts, and content on digital platforms with reach outside French jurisdiction.
• PSG’s desire to grow its brand globally and to engage fans across continents, including in regions where 1xBet is active and permitted.

Potential Risks and Public Reaction

The renewal hasn’t been without backlash. Regulatory bodies and sports integrity organisations have voiced concerns:

• The ethical dimension: whether a club as prominent as PSG should partner with an operator facing legal bans and accusations of wrongdoing.
• Reputational risk: associating with a brand accused of illicit practices could affect PSG’s standing with sponsors, fans, and media, particularly in markets sensitive to gambling regulation.
• Legal/regulatory scrutiny: authorities in France and beyond may monitor the execution of this sponsorship, especially in how (or whether) the promotional materials are visible or accessible to audiences in jurisdictions where 1xBet is banned.