Offshore betting platform 1xBet received prominent visibility during India's recent tour of Zimbabwe, streamed in India on FanCode and Zee. Its visibility raises questions over how 1xBet branding continues to reach Indian audiences despite multiple government advisories against advertisements for offshore betting and gambling platforms.
1xBet was an official partner of the three match T20 series held from July 23 to 26 at the Harare Sports Club. Its logo appeared on perimeter boards, sight screens, backdrops and other advertising spaces at the stadium.
The visibility comes against the backdrop of multiple government measures aimed at restricting the promotion of online money gaming and offshore betting platforms. Since 2022, the Ministry of Information and Broadcasting has issued multiple advisories asking television channels, digital publishers, OTT platforms and online intermediaries not to carry advertisements, including surrogate advertisements, for offshore betting and gambling platforms.
Separately, the Promotion and Regulation of Online Gaming Act, 2025 was brought into force through a government notification issued in April this year, while the accompanying Promotion and Regulation of Online Gaming Rules, 2026 took effect on May 1.
In its partnership announcement, 1xBet specifically highlighted the availability of the matches on FanCode and Zee Entertainment and said this would ensure broad brand exposure among the T20 audience.
1xBet has also been under the Enforcement Directorate's scanner. In 2025, the agency provisionally attached assets of former cricketers Suresh Raina and Shikhar Dhawan, alleging they had endorsed surrogate brands linked to the offshore betting platform as part of its money laundering investigation. The probe remains ongoing.
Entrackr has reached out to 1xBet to understand whether reaching Indian audiences through FanCode and Zee was part of its sponsorship objective, whether it had any commercial arrangement with the platforms, and its position on the branding in light of India's online gaming and advertising regulations. The story will be updated if it responds.
The 1xBet branding was visible in the live broadcast and also appeared in match clips later posted by FanCode on its social media handles.
A person familiar with the matter at FanCode told Entrackr that the platform receives the feed directly from the publisher and has no control over advertisements displayed at the ground.
FanCode declined to comment on the story.
However, while FanCode may have limited control over branding embedded in a live feed supplied by the host broadcaster, the appearance of 1xBet branding in clips later posted on its own social media channels also brings into focus whether betting related branding can be reviewed, cropped, blurred or masked before such content is redistributed.
Entrackr has also reached out to Zee regarding the visibility of 1xBet branding during the series, its role, if any, in the sponsorship arrangement, and safeguards it follows for betting related branding in overseas sports feeds. The story will be updated if it responds.
Entrackr has asked the Ministry of Information and Broadcasting whether branding for offshore betting platforms embedded in overseas sports feeds falls within existing advertising restrictions when distributed in India, and whether Indian broadcasters and streaming platforms are expected to restrict or mask such branding. The story will be updated if the ministry responds.
Section 6 of the Promotion and Regulation of Online Gaming Act, 2025 prohibits advertisements that directly or indirectly promote online money games. Entrackr has also sought clarity from the ministry on whether the provision has any bearing on branding for offshore betting platforms embedded in international sports broadcasts.
The legislation also affected India's online money gaming industry. Dream Sports, the parent company of FanCode, along with other real money gaming platforms such as Gameskraft, Zupee, WinZO and A23, discontinued paid contests after the law came into effect.
1xBet branding also visible on Sony LIV
A similar instance emerged during India A's recent tour of Sri Lanka, where 1xBet branding was prominently visible during matches broadcast in India on Sony Sports Network and Sony LIV.
Entrackr asked Sony whether it was aware of the branding, had any role in its broadcast, and what safeguards it has to restrict betting related advertisements in international feeds. Sony did not respond until the publication of this story.
The recurrence across two separate overseas tours suggests the issue is not limited to a single broadcast. It also puts the focus on the BCCI's role in overseas tours involving India and India A. While on ground advertising at overseas venues may be controlled by host boards and their commercial partners, it remains unclear whether the BCCI has guidelines or contractual safeguards concerning betting related sponsorships during matches involving Indian teams.
Entrackr reached out to the BCCI to understand its position on the 1xBet branding during both tours, whether it had raised the issue with the respective host boards, and whether it has any policy or contractual safeguards concerning betting related sponsorships during overseas tours involving Indian teams.
The BCCI did not respond until the publication of this story.
Even if stadium advertising is controlled by host boards or their commercial partners, broadcasters and streaming platforms redistribute the content to Indian audiences. The two instances raise questions over whether such platforms should review or mask betting related branding before it reaches viewers in India.