Global bookmaker 1xBet says it has an “exclusive partnership agreement” with the Billie Jean King Cup by Gainbridge, which it describes as “the premier, year-long, international team competition in women’s tennis”.
The tournament is contested between teams made up of players from individual nations, at multiple locations across the world, and is dubbed the women’s “World Cup” of tennis.
According to the agreement, the 1xBet logo will be displayed around the tennis courts used for the tournament, and on other media assets throughout the playoffs, qualifiers, and finals.
The online betting specialist for sports says that as official betting partner, 1xBet “will receive the rights to use the Billie Jean King Cup by Gainbridge intellectual property”.
Kerstin Lutz, chief executive of Billie Jean King Cup Ltd, was cited as saying in a joint press release: “We are happy to announce and welcome a new sponsor partner for the Billie Jean King Cup, our Official Global Betting Partner, 1xBet.”
She added: “With their expertise and experience working with sports rights holders, we are excited to see how we can bring the partnership to life from the qualifiers in April onwards.”
Mark Wilson, a 1xBet representative, was quoted as commenting in the same update: “Signing a sponsorship contract with Billie Jean King Cup is another milestone in the history of 1xBet.
“The agreement with the most prestigious women’s national team tennis tournament is a strategically important step that opens up new opportunities for promoting the brand among fans of the most popular tennis event.”
He added: “By investing in female sports tournaments, we contribute to the support of women in professional sports.”
As per the announcement, the Billie Jean King Cup is described as the largest annual international team competition in women’s sport, with a record 146 nations entering in 2025.
The 2024 finals were held in Malaga, Spain, with the champions Italy taking home US$2.4 million in prize money.
