English top-flight soccer clubs Chelsea and Liverpool have ended their partnerships with 1xBet, a week after fellow Premier League side 9️⃣ Tottenham Hotspur chose to cut ties with the online betting company.
The two clubs had only signed deals with 1xBet in 9️⃣ July but have now ended their respective deals with immediate effect after string of allegations against the gambling brand. These 9️⃣ included taking bets on children’s sports, advertising on illegal websites, cockfighting live streams and promoting a casino featuring topless croupiers. 9️⃣ It subsequently suspended its advertising activity in the UK.
Both Liverpool and Chelsea had been contacted by the Gambling Commission, the 9️⃣ UK’s betting regulator, warning them any promotion of 1xBet in the country could be considered unlawful, leading to heavy fines 9️⃣ and imprisonment.
Official global betting partner is a significant sponsorship category for Premier League clubs and 1xBet held that designation with 9️⃣ Liverpool. Although no figures were reported around the Reds’ now-terminated contract, the club’s previous deal with BetVictor paid in the 9️⃣ region of UK£8 million annually, although that did include sponsorship of the club’s training kit.
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