Expanding its ties amidst global discussions about a gambling prohibition, FC Barcelona solidifies its alliance with sports betting provider 1XBET.
As the world of sports continues to evolve, so does the advertising landscape, particularly when it comes to gambling and sports betting. In Spain, the United Kingdom, and Germany, the debate on regulating these advertisements is ongoing, reflecting different approaches in each country.
Spain
Spanish authorities have implemented regulations to moderate the marketing of gambling, focusing on protecting vulnerable groups like minors and problem gamblers. While the debate continues around tightening restrictions to reduce exposure during sports broadcasts and online platforms, a full ban has not been enacted. The government and regulatory bodies emphasize responsible gambling promotion rather than outright bans.
United Kingdom
The UK has one of the strictest regimes in Europe for gambling advertising in sports. The UK Gambling Commission and regulators have imposed tighter controls in recent years, including the prohibition of gambling ads during live sporting events before 9pm and banning marketing targeting under-18s. However, a total ban on sports betting advertising does not exist yet, although public and political pressure for more stringent limits grows amid concerns about gambling addiction and the influence of ads on youth.
Germany
Germany’s fight to regulate gambling advertising is complex due to its recently updated Interstate Treaty on Gambling, effective from mid-2021 onwards. This treaty allows sports betting but imposes significant restrictions on advertising, especially limiting when and how ads can be shown. While a strict ban on all gambling ads is not currently implemented, Germany is among the European countries with relatively tough advertising controls.
In a notable development, FC Barcelona has extended its sponsorship partnership with sports betting provider 1XBET until at least 2029. The partnership will see 1XBET promote its brand on the international advertising channels of the football club, and the company will also sponsor both the men’s and women’s teams. Similarly, Inter Milan has a new sports betting sponsor, Betsson, with the company's logo set to appear on the team's jerseys from the next season onwards.
Despite these partnerships, the debate on banning gambling and sports betting advertising during sports events continues. Last year, Germany's drug commissioner, Burkard Blienert, called for a ban on sports betting advertising during the 2024 European Football Championship. Meanwhile, in the UK, sports betting providers will not be allowed to be advertised on the chests of Premier League jerseys from the 2026/2027 season.
As of mid-2025, there seems to be no sign of a compromise between critics and supporters of the gambling and sports betting industry in Germany. The partnership between a Serie A club and a sports betting provider could raise eyebrows among fans due to a betting scandal that occurred last year in Italian football. Additionally, the founders of 1XBET are reportedly wanted in Russia for participating in illegal gambling.
In conclusion, none of the three countries have moved to entirely ban gambling and sports betting advertising in sports as of mid-2025, but all are engaged in ongoing debates focusing on tightening regulations, protecting vulnerable groups, and balancing commercial interests with social concerns. The UK leads with the most restrictive environment short of a full ban, Spain adopts a more moderate regulatory stance, and Germany applies strict but targeted limitations within its federal framework.
This assessment aligns with the evolving regulatory landscape in 2025, where many jurisdictions worldwide, including noted U.S. states, contemplate broad gambling advertising restrictions due to rising concerns about addiction and consumer protection, but outright bans remain rare and controversial.
[3] GambleAware, a British gambling charity, recently conducted a study showing that the British public supports a ban on gambling advertising during sports events.
[4] Inter Milan is promoting the partnership with Betsson on social media, while Inter Milan's partnership with Betsson is the largest deal in the club's history. Similarly, 1XBET values its partnership with FC Barcelona, considering it one of the world's most famous sports brands. 1XBET is also a partner of Paris-Saint-Germain, LOSC Lille, the Italian Serie A, and the African Football Confederation. The recently concluded contract also provides for 1XBET to distribute advertising content with FC Barcelona Legends.
What about the stance on finance and business in regards to sports and gambling advertising? In the given context, we see that various sports clubs, such as FC Barcelona and Inter Milan, have partnered with gambling companies like 1XBET and Betsson, creating lucrative financial opportunities for both parties. Moreover, these partnerships indicate a growing business interest in sports betting advertising, even as some organizations and individuals advocate for tighter regulations due to concerns about addiction and the influence of ads on youth.
