Ukrainian operator GGBET has emphasized the value of partnering with top-flight domestic football clubs as it works to strengthen its position in its home market, launching a new initiative with FC Polissya Zhytomyr ahead of the 2026/27 Ukrainian Premier League season.
The Kyiv-based betting firm announced this week a creative project called “The Packs Code” with FC Polissya Zhytomyr, showcasing the club’s new kit just ahead of the season opener. FC Polissya’s first match of the campaign takes place on Sunday, 2 August, against Chornomorets Odesa.
GGBET and FC Polissya first partnered in June 2025, and the companies have framed their collaboration around bringing sport closer to fans through content projects and initiatives. The latest programme features fashion photography of players in the new jerseys, accompanied by stories about why they chose their jersey numbers, their personal superstitions, and facts about their lives and careers.
A GGBET spokesperson told SBC News that the club’s active and growing audience has created both qualitative and quantitative value for the operator as it continues building its brand in Ukraine.
“FC Polissya is one of the country’s most dynamic clubs, both in terms of sporting performance and media presence,” the spokesperson said. “We value the club’s modern approach to audience engagement, content creation and event organisation. This includes maintaining a connection with fans who are currently living outside Ukraine because of the war.”
The spokesperson also highlighted the club’s investment in Ukraine’s sporting infrastructure, noting that FC Polissya has built a new training centre and is redeveloping its home stadium in Zhytomyr.
Football remains central to GGBET’s marketing strategy
Football is the most popular sport in Ukraine, followed by boxing, basketball and tennis. GGBET has recognized this in its brand building approach, partnering not only with FC Polissya but also with FC Dynamo Kyiv, Ukraine’s biggest club and 17-time national champion.
“As football remains the most popular sport in Ukraine, its audience is naturally one of the brand’s key areas of focus,” GGBET told SBC News. However, the firm stressed that Ukraine’s diverse sporting interests make marketing diversification important.
“GGBET UA does not limit its activities to football,” the spokesperson added. “The brand continues to invest in different sports and develop our product to meet the needs of fans, regardless of their sporting preferences.”
The operator expanded its sports partnerships in 2026, becoming a sponsor of the Basketball Federation of Ukraine and the Ukrainian national 3×3 basketball championship.
GGBET operates in a gaming market that remains relatively young in regulatory terms, with the national regulator PlayCity working to secure control over the legal market and push out illegal operators. The company’s spokesperson acknowledged the difficulty of predicting industry growth in a country experiencing a full-scale war, now in its fourth year, which continues to impact the nation’s people and economy.
“Nevertheless, GGBET UA continues to operate and pay taxes in Ukraine, thereby supporting the country’s economy,” the spokesperson said.
Based on reporting by SBC News (B2B betting & gaming).
Key questions answered
When did GGBET first partner with FC Polissya Zhytomyr?
GGBET and FC Polissya first partnered in June 2025.
What is “The Packs Code” creative project about?
It’s a project showcasing FC Polissya’s new kit through fashion photography of players, accompanied by stories about their jersey number choices, personal superstitions, and facts about their lives and careers.
Which other sports has GGBET invested in besides football?
In 2026, GGBET became a sponsor of the Basketball Federation of Ukraine and the Ukrainian national 3×3 basketball championship.
When does FC Polissya play their first match of the 2026/27 season?
FC Polissya’s first match takes place on Sunday, 2 August, against Chornomorets Odesa.