Super Group’s Betway has strengthened its marketing campaigns across Nigeria and the wider African market after agreeing a new collaboration with Afro popstar, Don Jazzy.
Announcing the partnership over the weekend, Betway Africa is confident that signing Don Jazzy as its new brand ambassador will enable the brand to authentically localise its offering across the Nigerian market.
During Super Group’s Q1 2026 Earnings Call last month, group Chief Executive Officer Neal Menashe highlighted the importance of Nigeria in the company’s future African market expansion, emphasising the market’s size and growing adoption of sports betting as key factors for growth.
“We have to, listen, double, triple our business size there, at least, right? So Nigeria, as you know, it’s the largest population in Africa”, Neal said.
“It’s a growing TAM, and we’re getting our product right and again, we can build or buy across the ways and we can do both. It’s really top of mind.”
With Don Jazzy’s huge presence across social platforms – over 30 million following on X, Facebook, Instagram, TikTok – the Afro popstar will likely feature in Betway’s future advertising campaigns, translating to greater brand recognition for Betway Africa.
Betway described the collaboration as an exciting step to bring their brand closer to their customers, acknowledging the Mavin Records supremo as ‘a true cultural icon who has shaped the sound of a generation and built a brand rooted in creativity, ambition and authenticity’.
Reacting to the development, Neal wrote on LinkedIn: “We’re excited to welcome Don Jazzy as Betway’s new brand ambassador for Nigeria. He’s a cultural force whose influence extends far beyond entertainment, and his values align closely with what we stand for as a brand.
“This partnership reflects our focus on building strong, meaningful connections in key markets, and we’re proud to have him represent Betway as we continue to grow our presence in Nigeria.”
While Don Jazzy’s acquisition form part of their broader marketing plans aimed at creating awareness and expansion, the operator currently operates in eight markets across Africa, including South Africa, Tanzania, Malawi, Nigeria, Botswana, Ghana, Mozambique and Zambia.
