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Due to the enactment of the , bwin stopped taking bets from United States-based players in October 2006. The offerings became available again upon regulation of the markets. In the States where regulation is in place, the same product line offered through bwin is available through , the joint venture of bwin's parent company 's with .
The EFTA Court held hearings in January 2007 to decide on the admissibility of a state monopoly for betting and gaming according to European Law. The decision of the EFTA Court will be made on 14 March 2007.[]
In February 2021, bwin ended its operations in Russia. An agreement was made with enabling customers to transfer platforms along with their funds.
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bwin sponsored football giant from 2007 to 2013 and they were also a premium partner of . In October 2010, bwin announced a sponsorship for the upcoming three football seasons in which they would be the title sponsor of the (renamed the "bwin Cup"). In July 2010, bwin signed a two-year sponsorship deal with Italy's second tier, . Additionally, bwin cooperates with the (FIBA) and has been sponsoring the European and World Basketball Championships since 2006. In the area of , the company is one of the main sponsors of the series. In 2010, bwin became the title sponsor of the races in and and official partner of the , Misano, Mugello. In the past, many other popular events across international and local sports were supported by bwin. bwin also lent its name to the (bwinLIGA), sponsored Italian football club from 2006 to 2010, and has also been a partner to popular football clubs, such as , and .
In addition, bwin organised numerous online and offline poker events. One of the biggest regular online poker tournaments was the ChampionChip. Special poker tournaments, like the Weekly Country Showdown or the bwin Dailies, offered a huge range of tournaments adjusted to specific country regulations and buy-in levels. Periodically new types and variations of Sit & Go tournaments were launched. Through several online qualifying events, a bwin user could qualify for offline events like the , the , and events on the . For "poker newbies", bwin offered a special route - the Rookie Challenge, where a new poker player had the chance to climb up several stages for free to earn real money tickets.
In 2008, bwin provided the luxury villa on as filming location for the music video of 's hit . The video featured bwin branded poker equipment through a campaign.
The company faced some opposition in Europe over its sponsorship of sports, especially football. In 2006, banned its top football team, , from carrying the bwin logo on its shirts. In November 2009, the city acted further by moving against sport stores which sold shirts from other teams, such as Milan and Real Madrid.[]
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In 2020, bwin announced a three-year partnership with the becoming the official sports betting partner of Belgium's top tier football division. The deal will also cover the and . bwin is able to broadcast live coverage of football matches to customers using both online and mobile platforms as part of the agreement.
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As the global legal framework for Internet gambling is a complicated mix of laws and regulations, bwin's situation varies depending on the country concerned. For several years now, the United Kingdom and Italy have been examples of countries that have regulated their online gaming markets to the advantage of all . Just recently, extended its online licenses to include poker tournaments, and countries like , , and announced their intention to permit private operators access to their markets under stringent conditions and controls. Other countries, on the other hand, are still pursuing a policy of maintaining a of internet gaming, or even a complete ban.
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In April 2021, bwin signed a five-year partnership with . As part of the deal, the , Portugal's top football division, will be called Liga Portugal Bwin from July 2021 onward.
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In August 2021, bwin signed extended deals with football clubs , , and , as well as clubs and . As part of the deal, bwin will serve as the exclusive sports betting provider for each team. Each of the agreements will run from the 2021-22 season until the end of the 2023-24 season.
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A dedicated department of the company was in charge of social responsibility. Protection of , protection against manipulation of bets, and the prevention of were key aspects of the bwin . bwin supported research in this field in a joint project with . bwin is a co-founder of the EGBA (European Gaming and Betting Association), where it lobbied for fair competition within a regulated online gaming market. As founder and member of the ESSA (European Sports Security Association), bwin campaigned against manipulation and in the fields of sports and betting.