The New Star of iGaming – Who Else Might Join the 1Win Lineup in 2025

1Win’s bet on famous personalities is both marketing and work with measurable results. Signing contracts with Canelo Alvarez, David Warner, and Johnny Sins has provided the brand with a total reach of tens of millions of followers on social media. What’s more, the audience covers not only sports and esports, but also the entertainment segment. The social media promotion format increases brand awareness in key markets and directly influences the number of registrations at 1Win.

Current 1Win Ambassadors in 2025

The selection of partners for 1Win is based solely on real metrics: audience reach, engagement, and ability to influence fan behaviour. In 2025, the brand has formed a pool of ambassadors who are popular on several continents and cover different segments of the entertainment industry:

• David Warner is one of Australia’s most successful cricketers and the world record holder for the number of complete innings in T20. The 1Win team has introduced advertising products featuring the athlete in digital campaigns in India, Australia and South Africa.
• Canelo Alvarez is a world champion in four weight categories and an icon of Mexican boxing with 16 million followers on Instagram. His name appears in 1Win’s promotional videos, and live broadcasts from his training camps are used for content marketing in Latin America and the United States.
• Johnny Sins is an unconventional choice for betting, but the viral effect of his participation in advertising projects has provided the brand with millions of additional views and a high CTR on social media. His content is aimed at a young audience in Europe and North America.

Each ambassador is involved in their own format: Canelo works through sporting events and press conferences, Warner through predictions and match analysis, and Johnny Sins through meme marketing, short videos on TikTok and Instagram Reels. This combined approach has helped 1Win reach different target segments and increase the ROI from its partnerships.

How Does 1Win Choose Its Partners?

The participation of celebrities in promoting 1Win is the result of careful analysis. The company considers potential ambassadors both as the “face” of the brand and as a strategic asset capable of strengthening its position in key markets.

The selection process is based on several parameters:

• Reach – the number of real followers, views and mentions in the media. Metrics from Instagram, YouTube, TikTok, X (Twitter) and local social networks are analysed.
• Recognition outside their niche – athletes should be interesting to fans of a particular sport and a wide audience.
• Relevance to the target audience – it is important that the ambassador is popular in the markets where the gambling platform is present. For example, boxers and cricketers are relevant for Asia and Latin America, while e-sports players are relevant for young online gamers.
• Social media influence – the number of followers and real audience response, participation in trends are assessed.
• Reputation and image – absence of high-profile scandals, alignment with brand values, positive perception in the media.

Focusing on global figures allows the brand to reach millions of users in several regions. One contract with a media personality whose broadcasts are watched in dozens of countries is more effective than hundreds of local advertising campaigns. This helps 1Win adapt its communication: in Asia, a cricketer attracts attention, in Europe – a footballer, and in the US – a UFC athlete or show business star.

Potential Candidates for 2025

It makes sense to expand the line-up of ambassadors for 1Win with figures who are equally strong in sports and media. These could be champions in their sport and leaders in social media, whose posts and comments instantly spread across news feeds.

Possible candidates:

• Sachin Tendulkar — a global cricket icon whose name still resonates with millions of fans in Asia. Even after retiring, he remains an authority and symbol of fair play.
• Vinicius Junior — Brazilian striker for Real Madrid, one of the most talked-about footballers in the world. He has a huge fan base in Latin America and Europe, with millions of followers on Instagram and TikTok. The footballer is ideal for campaigns in regions with high demand for football events.
• Max Verstappen is a three-time Formula 1 champion and a media and marketing machine in motorsport. His audience extends beyond racing fans, and broadcasts featuring him attract millions of viewers.
• Khabib Nurmagomedov is a UFC legend who has remained an influential figure in world sport after retiring. He has a huge reach in Muslim countries and is active in business projects.

Each of the candidates is capable of drawing attention to 1Win and conveying the brand’s values in their unique environment.