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