Barcelona announces its first global partnership with 1xBet

On 3 July 2019, FC Barcelona announced 1xBet as a new Global Partner. The deal took effect on 1 July 2019. It ran for five seasons.

What the 1xBet deal with Barcelona actually covered

The club's announcement set out a five-season term with an initial end date of 30 June 2024. Barcelona framed the agreement as part of its global expansion strategy.

The deal let 1xBet use players in ads. It also included joint marketing campaigns and other events.

Josep Pont, a Barcelona board member for the commercial area, spoke for the club. Alex Sommers spoke for 1xBet. Both comments ran in the club's statement.

How FC Barcelona used its legends alongside global partners

Barcelona ran a separate programme called FCB Legends. The club set it up with the Barça Players Group. The plan keeps former players involved after they stop playing. They serve as club ambassadors.

The club presented the plan at Camp Nou. Jordi Cardoner took part. Players Group president Ramon Alfonseda also joined. Juliano Belletti and José Mari Bakero were there too.

The programme began before the 1xBet deal. The 2024 renewal later called Barça Legends access for ads a new part.

What happened to the 1xBet and Barcelona partnership after 2024

Barcelona then announced a renewal on 1 July 2024. That new term runs through June 2029.

The 2024 renewal covers the club's global digital ad space. The renewal granted access to men's, women's and indoor sports-team players to produce promotional content.

That package belongs to the renewed term, not the 2019 deal.