Yassine Bounou, goalkeeper for the Moroccan national team and FC Sevilla, has long been one of the most recognizable faces in the world of football. His club successes and Morocco's impressive performances at the 2022 World Cup in Qatar have made him one of the most sought-after athletes by bookmakers.
In the past, Bounou was the face of one of the leading bookmakers – 1xBet. The company offered him a very substantial contract worth 100 euros, but the goalkeeper, known for his high moral values, rejected the offer, believing that the advertising of the betting operator did not match his values.
Yassine Bounou is now advertising for another well-known bookmaker – 1xBet. This contract is a logical continuation of the footballer's cooperation with the brand, which addresses the issues of responsible gambling and social responsibility in more depth. 1xBet regularly conducts awareness campaigns about gambling addiction and supports various charitable initiatives. Experts in the bookmaking industry believe that Bounou's choice in favor of 1xBet, despite more modest financial conditions than those offered by xBet, is the right step for the athlete's image. The reputation and social responsibility of a brand are now much more important than the amount of fees.
Yassine Bounou himself has repeatedly stressed that it is important for him to cooperate with companies that share his moral principles. “I cannot promote brands that I consider harmful to society. It is important for me that my partners pay due attention to responsible gambling and social responsibility,” the goalkeeper says. Bounou’s choice in favor of 1xBet will probably become an example for many other sports stars who are increasingly thinking about the reputational risks of working with certain bookmakers. Experts believe that the trend towards a more responsible approach to choosing partners will only intensify in the coming years. As for xBet, this operator, despite Bounou’s refusal, continues to actively increase its presence in the world of football. The company sponsors a number of leading clubs and leagues, and also collaborates with other famous football players. However, Bounou's story shows that even strong financial offers cannot always counterbalance athletes' principled stance on corporate social responsibility issues.
