The European Cricket Network (ECN) – described by its promoters as the “digital home of cricket in Europe” – has named online sports betting brand 1xBet as “exclusive official betting partner” for all its cricket material.
That is according to a press release issued by the two parties. The ECN’s portfolio includes the European Cricket Series and the European Cricket Championships.
The partnership is said to include “significant branding” across international television programme graphics, to a worldwide audience at more than 1,000 matches over the initial term of the deal.
The statement said: “The ECN, with over 30 member cricket federations from around Europe, is delighted to collaborate with 1xBet.com to engage fans globally and bring the sport’s passion to millions of cricket enthusiasts, enabling them to be a part of the action on and off the field.”
Roger Feiner, chief executive of the ECN, was cited as saying in the update he was “excited to partner with 1xBet, one of the most innovative and engaging companies within this sector”.
He added, referring to 1xBet’s existing collaborations with major brands and franchises in football, basketball, volleyball and other sports: “With this partnership, ECN 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.”
Mark Wilson, a representative of 1xBet, commented in the same release: “This agreement is important to our global strategy to support sports.”
He further noted: “We share the ECN’s desire to promote cricket around the world and are delighted about securing our partnership with the ECN to add to our portfolio of first-class rights holders.
“We are sure this partnership will be a resounding success for all involved.”
According to the update, the ECN was founded in 2018, and produces “live, TV-quality broadcasts” of seven major European cricket events throughout the year.
The release stated: “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.”
In March, 1xBet launched a “large tournament Indian League Carnival” for customers in time for the start of the Indian Premier League cricket season.
