1xBet receives the Marketing Campaign of the Year award at SBC Awards 2026

1xBet has received the Marketing Campaign of the Year award at the 2026 SBC Awards, adding another industry recognition to its recent awards record. The ceremony took place at Lisbon’s MEO Arena on 1 October 2026 as part of SBC Summit 2026. The official SBC Awards winners page lists 1xBet as the Gold Winner in the Marketing Campaign of the Year category.

The latest recognition follows 1xBet’s success in the same category at the 2025 SBC Awards. That ceremony was also held in Lisbon, making the latest result a continuation of the brand’s presence among recognised marketing campaigns at the SBC programme.

The 2026 ceremony marked the 13th edition of the SBC Awards. The event recognises companies operating across major areas of the betting and gaming sector, including marketing, operators, technology, payments, compliance, platforms and data.

What the award recognises

The Marketing Campaign of the Year category is intended to recognise the company or agency behind a campaign that demonstrates creativity, originality and measurable success. The published SBC criteria also consider campaign concepts, audience engagement and indicators such as brand awareness, customer acquisition, conversion rates or revenue growth.

In that context, the 1xBet result represents recognition within a defined judging process. It should not be interpreted as an independent audit of every commercial or performance claim associated with the campaign.

That distinction is particularly relevant when reporting on industry awards. An award establishes that a campaign was selected within a particular competition and according to its criteria. Broader conclusions about market performance require separate evidence, such as company disclosures, independent research or financial data.

A strategy built around sports visibility

1xBet’s marketing activity has been closely associated with international sports partnerships and brand activation. The company has highlighted relationships with major sporting organisations and clubs as part of its international marketing strategy.

FC Barcelona separately confirmed in July 2024 that it had renewed its agreement with 1xBet. Under the renewed arrangement, 1xBet continued as a Global Partner and Official Betting Partner of FC Barcelona through June 2029. The club also stated that the agreement included international digital advertising assets and access to players for promotional content.

The FC Barcelona relationship provides an example of how sports sponsorship can be connected with content production. Such agreements can create opportunities for digital advertising, branded material and other forms of communication built around established sporting audiences.

1xBet has also been associated with Paris Saint-Germain. In August 2022, the French club announced an official regional partnership with 1xBet covering Africa and Asia and stated that marketing campaigns would feature the men’s professional football team. As sponsorship arrangements can change according to their contractual terms, the original announcement should be read in accordance with the period and territories it specified.

Why sports partnerships matter in iGaming marketing

Sports partnerships can give betting brands access to established audiences and recognised sporting identities. They can also provide a framework for digital campaigns that extend beyond conventional advertising by connecting sponsorship assets with social content, promotional materials and fan engagement.

For an international operator, however, visibility is only one part of the process. Campaigns must be adapted to different audiences while maintaining consistency in brand identity and communication standards.

This can require coordination across creative development, regional marketing, media planning, sponsorship activation and campaign measurement. A central concept may therefore need to be presented differently from one market to another without losing its overall identity.

That balance between global branding and regional relevance has become an important part of iGaming marketing. A campaign may be designed centrally while its language, creative presentation and communications strategy are adapted to specific audiences and legal environments.

Recognition for a broader marketing operation

Large-scale campaigns generally involve more than one team. Brand strategy, creative development, partnership management, media activity and regional execution can all contribute to the final result.

For 1xBet, the 2026 SBC Awards recognition can therefore be considered in the context of a broader marketing operation rather than a single advertisement or isolated piece of content. The brand’s international sports portfolio provides a platform for multiple forms of communication across digital and traditional channels.

The recognition also illustrates the continuing importance of marketing within the betting sector. As brands compete for attention across crowded digital environments, creativity and distinctive campaign concepts remain significant elements of brand development.

At the same time, marketing success cannot be separated from execution. A campaign must reach its intended audience, communicate its message accurately and operate within the applicable advertising and gambling regulations.

The significance of consecutive recognition

Receiving the Marketing Campaign of the Year award in 2026 follows 1xBet’s win in the same SBC Awards category in 2025. The earlier recognition was connected to the company’s marketing and sponsorship activity, including its relationship with FIBA.

The two results provide a documented record of recognition across consecutive editions of the awards. They do not, however, establish that every aspect of 1xBet’s wider business performance improved as a direct consequence of the awards.

That distinction matters in responsible industry reporting. Awards measure performance against the criteria established by the organisers and judges. They are not a substitute for independently verified financial information, consumer research or regulatory findings.

For readers following the betting industry, the awards therefore offer useful information about professional recognition while leaving wider commercial conclusions to supporting evidence.

Compliance remains part of campaign planning

Marketing in the gambling sector operates within a regulatory environment that can differ substantially from one jurisdiction to another. Campaigns involving sports clubs, personalities, digital media and promotional content therefore require careful consideration of applicable rules.

In the United Kingdom, for example, the Gambling Commission states that gambling advertising must be carried out in a socially responsible manner and comply with the relevant advertising codes. The regulator also identifies specific responsibilities concerning the protection of children and other vulnerable groups.

The Advertising Standards Authority similarly maintains rules covering gambling advertising, including restrictions relating to strong appeal to children and protections for vulnerable audiences.

Although rules vary internationally, the wider principle is relevant to all large-scale campaigns. Effective betting marketing must combine creativity with responsible communication, transparent presentation and compliance with the law in each target market.

Looking ahead for 1xBet

The 2026 SBC Awards result gives 1xBet another documented milestone in its public record of industry recognition. The award also keeps attention on the role of marketing and sponsorship within the company’s wider international brand strategy.

Future campaigns will be shaped by developments in digital media, consumer expectations, sports partnerships and regulatory requirements. The ability to adapt campaigns to different markets while maintaining consistent messaging is likely to remain important for operators with international ambitions.

For the wider betting and gaming industry, the 2026 SBC Awards demonstrate that marketing continues to be treated as a distinct area of professional performance. Campaign creativity, audience engagement and strategic partnerships remain central considerations within the category.

Conclusion

1xBet’s recognition at the 2026 SBC Awards in Lisbon marks another documented milestone in the company’s marketing history. By receiving the Marketing Campaign of the Year award, the brand was selected as the Gold Winner within a category focused on creativity, originality and campaign success.

The result is particularly notable because it follows 1xBet’s recognition in the corresponding SBC Awards category in 2025. At the same time, the award should be understood within the limits of the judging process and should not be treated as independent confirmation of broader commercial claims.

The company’s marketing profile has been supported by international sports relationships, digital communication and regional campaign activity. Its renewed FC Barcelona partnership, alongside its previously announced relationship with Paris Saint-Germain, illustrates how sports can form an important part of an international betting brand’s communications strategy.

The latest SBC recognition therefore provides a clear snapshot of 1xBet’s position within the industry’s marketing awards landscape. As the sector continues to develop, the long-term importance of such recognition will depend on how future campaigns are created, delivered, measured and managed within the relevant legal and commercial frameworks.

FAQs

What award did 1xBet receive at the SBC Awards 2026?
1xBet received the Marketing Campaign of the Year award and was listed as the Gold Winner in the category at the 2026 SBC Awards.

Where were the SBC Awards 2026 held?
The 2026 SBC Awards were held at the MEO Arena in Lisbon, Portugal, on 1 October 2026.

What does the Marketing Campaign of the Year category recognise?
The category recognises campaigns based on factors including creativity, originality, success and audience engagement.

Did 1xBet also win a marketing award in 2025?
Yes. 1xBet won Marketing Campaign of the Year at the 2025 SBC Awards held in Lisbon.

Does the 2026 award independently verify 1xBet’s commercial performance?
No. The award confirms recognition within the SBC Awards judging process and does not independently audit wider commercial or financial performance.

Does 1xBet have a partnership with FC Barcelona?
FC Barcelona confirmed in 2024 that it had renewed its agreement with 1xBet through June 2029 with 1xBet continuing as a Global Partner and Official Betting Partner.

What was the announced 1xBet relationship with Paris Saint-Germain?
Paris Saint-Germain announced in 2022 that 1xBet had become an official regional partner covering Africa and Asia, with marketing campaigns featuring the men’s professional team.

Why are sports partnerships relevant to betting marketing?
Sports partnerships can provide recognised sporting platforms for brand visibility, digital content, sponsorship activation and audience engagement.

Are gambling marketing campaigns subject to regulation?
Yes. Gambling advertising is regulated in many jurisdictions, with rules addressing issues such as social responsibility, misleading communications and protections for children and vulnerable audiences.

What could shape 1xBet’s future marketing strategy?
Future activity may be influenced by digital media developments, sports partnerships, regional audience needs and changing advertising and gambling regulations.