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1xBet branding appears in Indian cricket broadcasts

By Startup Enthusiast · 3 August 2026

What they do

1xBet is an offshore betting platform that sponsors international cricket matches

Its branding was visible during India's tour of Zimbabwe and India A's tour of Sri Lanka, streamed in India

Indian law prohibits ads for offshore betting, raising questions about broadcasters' responsibility to mask such branding

1xBet branding was visible during India's tour of Zimbabwe, streamed in India on FanCode and Zee.
1xBet was the official partner of the three-match T20 series held July 23-26 at Harare Sports Club.
The 1xBet logo was placed on stadium fixtures such as boundary boards, sight screens, and backdrops.
1xBet branding also appeared during India A's tour of Sri Lanka, broadcast on Sony Sports Network and Sony LIV.
The Ministry of Information and Broadcasting has issued multiple advisories since 2022 against ads for offshore betting platforms.
The Promotion and Regulation of Online Gaming Act, 2025 and its Rules, 2026 prohibit ads promoting online money games.
The Enforcement Directorate provisionally attached assets of cricketers Suresh Raina and Shikhar Dhawan in 2025 over alleged surrogate endorsements linked to 1xBet.
Entrackr asked broadcasters, BCCI, and the ministry for comment on the regulatory position; most did not respond.

The same pattern appeared during two separate overseas tours, indicating it is not an isolated incident.
It raises questions about BCCI's role in overseas tours involving Indian teams and whether it has guidelines on betting sponsorships.
Broadcasters and streaming platforms redistribute overseas content to Indian audiences, creating a regulatory grey area.
Dream Sports (FanCode's parent) and real-money gaming platforms have discontinued paid contests after the new law took effect.

1xBet is an offshore betting and gambling platform that operates internationally.
It sponsors international cricket matches to gain brand exposure in markets like India.
The platform offers online sports betting and casino games to users worldwide.
It uses surrogate endorsements and stadium advertising to reach Indian audiences despite local restrictions.