Lisbon became the center of the global iGaming industry as the 2026 SBC Awards brought together some of the biggest names in betting, gaming, technology and sports marketing.
Among the winners was 1xBet, which received the award for Marketing Campaign of the Year. The recognition highlights the company’s large-scale promotional work, global partnerships and ability to stay visible in a highly competitive market.
The SBC Awards are widely seen as one of the industry’s key events. Each year, they recognize brands, products and teams that have made a real impact through innovation, performance and creative ideas. For 1xBet, the win adds another major industry award to its record.
The company’s marketing approach has focused heavily on sports, especially football. Over the years, 1xBet has worked with well-known athletes and built partnerships with major clubs including FC Barcelona and Paris Saint-Germain. These deals have helped the brand reach fans across different regions while keeping its campaigns connected to local audiences.
That local touch is a big part of the company’s strategy. Running one global campaign is not always enough in a market with different cultures, languages and player habits. 1xBet’s marketing team has worked to adapt its content for various countries while keeping the brand message consistent.
Behind the flashy ads and football partnerships is a much larger effort. Strategy teams, creatives, regional marketers and business partners all play a role in building campaigns that can connect with millions of people. The result is a mix of global visibility and market-specific promotion.
The award in Lisbon also shows how important marketing has become in the iGaming world. It is no longer just about being seen online. Brands are expected to create content that feels relevant, timely and memorable, especially when audiences have endless options competing for their attention.
For 1xBet, the SBC Award is more than a trophy. It is a sign that its marketing work is being recognized by industry professionals and partners around the world.
The company now heads into 2027 with fresh momentum. Plans include further international growth, new technology projects and the launch of additional products for players and partners. After a big night in Lisbon, 1xBet has made it clear that it is aiming to keep the pressure on and stay at the front of the global iGaming conversation.
