1xBet Bypassed India’s Gambling Advertising Ban Through Cricket Broadcasts

^{Screenshots from the Zimbabwe-India cricket broadcast}

1xBet has continued to appear in front of Indian audiences despite restrictions on online gambling advertising in the country. This time, the bookmaker’s branding was visible during broadcasts of international cricket matches. The development was reported by Entrackr.

1xBet was the official partner of the three-match series between India and Zimbabwe, held from July 23 to 26 in Harare, Zimbabwe. The company’s logo appeared on advertising boards, stadium screens and press walls.

In India, the matches were broadcast by sports streaming service FanCode and platforms operated by media company Zee Entertainment Enterprises.

The bookmaker’s branding was visible both during live broadcasts and in match clips later published by FanCode on social media.

A FanCode representative said the service receives an international broadcast feed and does not control advertising displayed inside the stadium.

A similar case occurred during India A’s tour — a team made up of players considered candidates for the national squad. The 1xBet logo appeared in broadcasts on Sony Sports Network channels and the Sony LIV streaming platform.

FanCode has reported more than 160 million users since its launch. Zee’s television network reaches around 855 million people in India, while Sony LIV has up to 35 million paid subscribers across direct and bundled subscriptions.

Indian authorities have repeatedly urged television channels, online platforms and streaming services not to distribute advertisements for bookmakers and related brands.

1xBet’s promotion in India has previously been investigated. According to the Enforcement Directorate (ED), the bookmaker used mirror websites and geo-targeted advertising in the cricket fan app CREX. The agency also linked the platform’s promotion to brands including 1xBat and 1xBat Sporting Lines, as well as advertising deals involving well-known cricketers and actors.