1xBet’s Chris Bird Discusses Ensuring Responsible Sports Marketing for Operators

(AsiaGameHub) –   Partnering with prominent sporting institutions is a tried-and-true brand awareness strategy for sports betting and online casino operators looking to attract new customers.

1xBet, a global sports betting operator holding over 35 local licenses, is among these firms that have leveraged partnerships with some of the world’s most recognizable sporting groups to boost its worldwide brand recognition.  

This operator is building a sponsorship portfolio that mirrors the scale and diversity of global sports. Ranging from clubs like FC Barcelona and Paris Saint-Germain to competitions including LaLiga and Serie A, the focus has been on partnerships with strong sporting relevance and fan engagement. However, collaborating with these high-profile organizations and their loyal, often impressionable fan bases comes with an elevated level of responsibility.

Why do sports betting operators partner with top sporting brands?

Chris Bird, a media expert recently appointed as a consultant for 1xBet, states that companies should approach these partnerships as equally much reputation-building opportunities as commercial ones.

“You shouldn’t enter into a sponsorship like this only focusing on the financial upside,” Bird shared.

“These partnerships come with massive visibility and influence, so they also carry a responsibility to protect the reputation of the sport, the sponsor and the fans.

“Every action you take must center on doing what’s right, in the proper manner, communicating transparently, and demonstrating that sports sponsorship can be conducted with genuine integrity.”

Bird has firsthand experience from both sides of the sponsorship dynamic. In addition to advising operators such as 1xBet and Betfred, he previously served as Chief Operating Officer at Manchester City FC between 1999 and 2003.

Since that time, the relationship between professional sports and the gambling industry has frequently made headlines, often facing criticism from advocacy groups who argue that betting companies have grown overly dominant in the sports space.

Yet Bird notes that the growing overlap between sport, entertainment and betting reflects genuine fan demand.

“There’s no doubt that over the last two decades sport, entertainment and betting have become more closely connected,” he explained.

“But the reason for that is quite simple: a share of sports fans enjoy betting on match outcomes.

“When you spend time on the terraces, as I did during my years supporting and working at Manchester City and in football more broadly, you realize that for many supporters, betting is simply part of the matchday experience.

“This convergence has happened because the fan communities themselves have merged. Fans want excitement and engagement around the game, and betting companies have increasingly delivered that through more interactive, entertaining methods.”

What does responsible gambling sponsorship entail?

Bird is working closely with 1xBet to help guide the company on responsible gambling practices and how those principles should shape its sponsorship activity.

His role, he clarified, focuses on upholding integrity across all sports partnerships.

“My work with them is all about ensuring integrity lies at the heart of every sports sponsorship,” he shared.

“It’s about asking the right questions: Is this partnership appropriate? Are our messaging responsible? Are we protecting the audience as well as promoting the brand?”

Bird’s perspective is also shaped by his work as CEO of the Raheem Sterling Foundation, where he has supported initiatives that engage with individuals and families affected by addiction.

“That experience gives you a very real understanding of what happens when things go wrong. It reinforces the need to identify potential problems early and, more importantly, to focus on prevention rather than cure.”

Given this background, Bird believes integrity must underpin any project he becomes involved in.

“For me, any partnership in this space has to be rooted in integrity and basic decency,” he added. “What I’ve seen from 1xBet is a company that takes the issue of player protection seriously and is thoughtful about how those principles are built into its marketing.”

Education, he argues, is central to that approach.

“Their thinking recognises that education has to sit right at the top of the agenda,” he said.

“If you imagine sponsorship as a pyramid, the commercial element might sit at the top, but the foundation has to be integrity and safeguarding.

“As you move up that pyramid, everything is connected. You simply cannot build a strong commercial structure without strong integrity underneath it.”

What lies ahead for gambling sponsorship in sports?

It is well documented that the Premier League is introducing a voluntary ban on front-of-shirt gambling sponsorship from the start of next season.

Many expect those partnerships to shift toward alternatives such as perimeter advertising or training kit sponsorships, although these deals are unlikely to match the financial value of shirt-front partnerships.

While the change may impact Premier League clubs, Bird believes the consequences could be more significant further down the football pyramid.

“For clubs lower down the leagues from the Championship through to non-league the situation becomes much more complicated,” he said.

“If a club like Accrington Stanley or Hyde United receives a sponsorship offer from a betting company and that income allows them to pay staff, support players, improve facilities and invest in grassroots football, that funding can genuinely help secure the club’s future.

“The question then becomes, should they automatically have to turn that opportunity down?”

Bird believes that outright bans may not necessarily provide the most effective route to protecting fans.

“There is still a place in sport for reputable betting companies that operate responsibly and with integrity,” he concluded.

“But those companies must demonstrate that they are serious about education, player protection and duty of care. If those principles are clearly embedded, then betting partnerships can still exist in sport in a way that is both responsible and sustainable.”