MightyTips spoke exclusively to 1xBet team about their partnership with FC Barcelona

1xBet Chief Gaming Officer Valerii Kharitonov spoke to MightyTips exclusively about their long-standing partnership with FC Barcelona as we continue to explore big-name sports partnerships in iGaming, in our MightyQs interview series.

Having been partners since 2019, the two brands announced the extension of their partnership until 2029 earlier this year as the online betting brand will continue to act as FC Barcelona's Global Partner and Official Betting Partner.

Valerii Kharitonov shed some light on how their communication with the famous football club works, the calibre of FC Barcelona, and his personal passion for football and some of its most exciting ambassadors.

MightyQs: 1xBet first partnered with FC Barcelona in 2019. Sure, they are one of the greatest football clubs in the world. But among all the top clubs, why them? Was there some individual passion for Barça behind this decision?

Valerii Kharitonov: FC Barcelona are an iconic football club, with a trophy-laden history and a huge following with a truly international reach. They boast a current and past roster featuring some of the greatest players in history, including Lionel Messi. Throughout their existence, the club has played a unique brand of progressive, attacking football that has been synonymous with their success.

Their legacy is etched in footballing greatness. They are one of the most truly historical superclubs. These are the traits that align with our desire to promote the brand through this partnership in some key global markets and we are delighted to be working with the club. It is an honour and a privilege.

In July 2024, 1xBet extended its partnership with FC Barcelona as the Global Partner for another five years. How difficult was it to strike this deal? How did the negotiations go?

From our perspective, we are very proud of our partnership with the club. We have an excellent relationship and work closely together across all strands of the partnership to ensure it is a reciprocal success. We approached negotiations on the basis that we want to continue working with FC Barcelona for the long haul. Our view was that if we acted in good faith, we were confident a positive deal for all parties was achievable – and we are delighted to say this was indeed the case. We look forward to many more years of working together.

How does the communication between 1xBet and FC Barcelona work? Does the club have a say in how your marketing assets and campaigns look?

We work closely with FC Barcelona's partnerships team to develop content we are both happy with. We take the lead in the production and idea generation and then present it to the club that help facilitate its execution, as we are reliant on the club to provide access to the players and other resources at their end.

We always try to create material that audiences can genuinely engage with and enjoy. Whether that be interactive content or video production, we work closely with the club to deliver an experience for viewers that we hope is fun and creative and gives a unique insight into the players, bringing to life their skills and personalities through engaging audiovisual delivery.

What was the most effective marketing campaign related to FC Barcelona during your first five years in this partnership? Was the club involved in creating it?

During our time of cooperation, all the campaigns were – it is safe to say – highly successful. Given that we gave each other a hundred per cent while creating and implementing our ideas for a mutual benefit, we believe a successful outcome was inevitable. FC Barcelona are always actively engaged in discussion of any campaign we are working on, providing comments and coming up with fresh ideas which we mix with ours. We welcome this collaborative approach and the enthusiasm for the partnership which is the basis for its success.

Based on your experience, tell us something that would help us understand the sheer calibre and size of such a football club as Barça. When did you first feel how huge they were?

The 1xBet team are crazy about sports so the club needed no introduction – their reputation precedes them. Nothing gives you a better indication of the size and scale of FC Barcelona than when you attend their home game and witness the atmosphere with your own eyes. There is not much else in football that compares to nearly 100,000 passionate Barça fans who at times rock the foundation of the stadium while supporting their club.

During the stadium tour, the sheer amount of silverware on display is awe-inspiring, including no fewer than five European Cups and countless La Liga, Copa del Rey and Spanish Super Cup trophies. Before a big match, you can feel the anticipation and excitement around the city – it really is like a religion to these fanatical supporters – and this is not just at a local level. The success of the club reverberates around the world across a truly global fanbase.

FC Barcelona enjoy nearly 530 million social media followers, which gives you a sense of just how far-reaching their brand is. But it is not only where they are today in terms of scale. You can feel their deep sporting and cultural legacy entrenched into their history as one of the true genuine powerhouses of not only football but sports in general.

The Spotify Camp Nou corridors have been graced by some of the world's best players of various backgrounds and cultures, from Lionel Messi to Diego Maradona, Rivaldo, Ronaldo [Nazário], Xavi, Andrés Iniesta, Johan Cruyff, Ronaldinho and Ronald Koeman. The list is endless and their ability to create and attract talent of this calibre is a testament to their excellence which has been maintained over decades of achievement.

1xBet and FC Barcelona promo video

Is your communication strictly business? Or have you developed some sort of private relations with your FC Barcelona colleagues? Can you tell a story or give an example to illustrate it?

Of course, our relationship is built on a professional foundation, but it is difficult not to personally respect and enjoy the company of those you keep and work with over many years of the relationship. FC Barcelona's marketing and partnership team are talented professionals who we rely on to help us create and deliver unique, creative content for our campaigns. This and the fact they are a pleasure to work with, makes the relationship all the more mutually beneficial.

Is football your passion? What are your first football memories and who were your idols?

I am proud to call myself a big football fan, it is a huge passion of mine. I keep an eye on some of the major leagues like La Liga, Serie A, and the Bundesliga to name just a few. Internationally, the UEFA Champions League is the premier competition, especially in its new league format, along with the FIFA World Cup and the UEFA European Championships. Each competition has its own excitement and drama, showcasing the best talent in the sport.

My first memories draw me back to watching thrilling matches in the Premier League, La Liga, or the World Cup, where the atmosphere was genuinely electric. I remember some iconic moments. Like Sergio Agüero's last-minute goal on the final day of the 2011/12 Premier League season. Manchester City needed a win to secure their first league title in 44 years. With the score tied at 2-2, Agüero scored in the dying seconds of the match against QPR, clinching a 3-2 victory and the title for City. This goal remains one of the most dramatic and crucial in Premier League history.

Another excellent example is Emiliano Martínez's iconic save in the 2022 FIFA World Cup final between Argentina and France. It was one of the most memorable moments of the tournament and played a pivotal role in securing Argentina's third World Cup title. In the 123rd minute, just minutes before the final whistle, France's Randall Kolo Muani was presented with a clear-cut chance to win the match. He broke one-on-one with the goalkeeper and fired a powerful shot. Martínez, exceptional throughout the match, produced a stunning reflex save to deny Kolo Muani's effort. This moment will live on in football folklore for years to come.

As for the idols, it is hard to look beyond once-in-a-generation, talismanic talents like Lionel Messi for his unparalleled skill, effectiveness and dribbling ability, and Andrés Iniesta. They both were crucial to FC Barcelona's domestic and European success, known for their ability to grab the game by the scruff of its neck and dictate the pace. Ronaldinho is also a beloved figure for his flair, incredible close ball control and creativity that helped shape FC Barcelona's identity.

🗣️ "He's incomparable because he's very different. He has an elegance and incredible class that makes him different to everyone else."

🥳 Happy birthday, Andrés Iniesta!@andresiniesta8 | #HBD | #UCL pic.twitter.com/U1fB1sM7uj

— UEFA Champions League (@ChampionsLeague) May 11, 2021

What were FC Barcelona's highlights in 2024? And what are your predictions for the La Liga and UEFA Champions League?

FC Barcelona hopefully winning La Liga against a push by archrivals, Real Madrid, would be the highlight of the 24/25 season! More widely, however, it is impressive to see the club's next generation of talent cementing their places in the starting XI and the moulding of a side which will likely be a mainstay of La Liga and Europe. The recent 4-0 win against Real Madrid in the El Classico [on October 26] boasted a goal from Lamine Yamal, who became the youngest-ever goal scorer in the derby.

Other young stars on their way to becoming bedrocks for the side in years to come include Pedri, Pau Cubarsí and Gavi who have all been regular starters. This bodes well not only for this season but beyond, with FC Barcelona's future looking bright, with the spine of a side emerging which could be comparable to the recent generation stewarded by the likes of Messi, Iniesta and Xavi.

The club will be favourites to win La Liga and a tilt at the UEFA Champions League is on the cards, with the side demonstrating an excellent balance between youth and experience, as Robert Lewandowski, who has been there and won everything with Bayern Munich, continues to defy the ageing process, leading the front line and scoring an incredible goal-a-game across all competitions. Whatever happens this season, the future is exciting for the club and it is a privilege to play a small role in their continued success.