Global context

By 2025, the global betting market is projected to surpass $150 billion, demonstrating steady digitalization and a shift in communication models. The key trend is a move from direct promotion to value-driven and socially oriented initiatives.

Global brands are transitioning from sponsoring individual athletes to building infrastructure for mass and amateur sports. The main driver behind this shift is the evolution of audience expectations. Modern players prefer brands that don’t just offer products but create real value by investing in community development, education, and local initiatives.

Africa and Nigerian market: Potential and context

Africa is currently the fastest-growing betting market, showing an annual growth rate of 10–12%.
Nigeria holds a leading position, with:

  • over 60 million active users,
  • approximately $2 billion in annual turnover,
  • 70% of the audience is under the age of 35,
  • and football remaining the key driver of betting activity, accounting for up to 45% of all bets.

In this context, grassroots projects — initiatives involving amateur teams and local communities — are becoming more than just an element of CSR. They serve as an organic positioning tool, establishing a brand not merely as a betting operator, but as a partner in social and sports development.

Case study: 1xCup — strategy and format

1xCup, implemented by 1xBet, is a large-scale sports initiative aimed at supporting amateur football in Nigeria.

Key figures for 2025:

  • Over 460 teams, more than 4,000 participants, and thousands of offline fans;
  • The tournament is positioned as a “platform of opportunities” — a space where local talents gain visibility and social support.

In 2025, 1xCup took a digital leap: tournament matches were integrated into the 1xBet platform’s betting line, synchronized with SofaScore.

Impact and analytics

Marketing results:

  • +25% increase in brand mentions across Nigerian media during the tournament period (surpassing 2024 levels);
  • +15–20% growth in registrations in regions that hosted 1xCup stages;
  • Up to 85% positive mentions, according to sentiment analysis monitoring.

Reputational impact:
The project enabled the brand to evolve from the image of a “betting operator” to that of a “catalyst for sports development.” Growing trust from local communities strengthened audience loyalty and provided the company with valuable social capital.

Tournament’s communication ecosystem: From social communities to leading media and podcasts

The media impact of the tournament became a distinct dimension of the project’s success.

The growth of independent media discourse: sports analysts and podcasters released episodes dedicated to 1xCup and 1xBet’s role in developing Nigerian football. The youth audience responded especially actively, engaging in discussions around the tournament’s social dimension. The main share of online reach came from local social communities and sports groups across Instagram, X (Twitter), Facebook, and TikTok.

It generated additional organic coverage without direct promotion and helped strengthen the brand’s reputation as a responsible player in the sports ecosystem.

Several media outlets highlighted 1xCup as an example of synergy between sport, business, and social responsibility, emphasizing its contribution to shaping a “new sporting identity for Nigeria.”

Trends and positioning in global industry

Support for grassroots initiatives is becoming an integral part of the leading operators’ ESG strategies.

For major brands, such projects serve multiple strategic purposes:

  1. Strengthening reputation through a clearly defined social mission;
  2. Building a sustainable ecosystem around sports and driving engagement with betting products;
  3. Reducing dependence on high-cost advertising channels;
  4. Ensuring long-term audience involvement and the growth of a loyal community.

Conclusion

The 1xCup case demonstrates how a local sports initiative can become a powerful tool for strategic marketing and reputational leadership.

1xBet went beyond traditional sponsorship formats, creating a comprehensive sports ecosystem in Africa. This approach sets 1xBet apart from the typical presence of betting companies in the African market, distinguishing itself with a scale and impact that truly rival those of many leading global brands.