The role of African betting operators in supporting footballers across the continent shouldn’t be understated according to former Premier League star, Victor Wanyama.
Speaking to iGaming AFRIKA, during the recent IGF East Africa Event in Nairobi, Wanyama highlighted the need for balance and responsibility when it comes to gambling collaborations.
Analysing where the relationship could evolve, he stated the betting industry should also support teams at the club level. So, let’s have a lot of betting support in the club. That way, you know, it will help the players to perform and not think so much about other stuff.”
He continued: “The rising sports betting in East Africa has helped the game by sponsoring the leagues and also sponsoring the clubs. By them doing so, they helped with the finances in the clubs and also players get paid well. So that’s a good thing.”
He added: “The young players you see in the league are getting supported very well by these companies. … As a young player you want to be part of it and you want to work hard so that you can also come and live and earn better and make money that can sustain you. It’s a good thing as a young player.”
Whilst marketing framework around gambling continues to tighten in Kenya, football collaboration remains an avenue that can prove fruitful for operators when it comes to channeling engagement.
Following a 30-day ad blackout implemented on 29 April, Kenya’s Betting Control and Licensing Board (BCLB) published an extensive list of rules that operators must follow, including refraining from using celebrities, influencers and content creators to endorse or promote gambling.
Advertisers must refrain from glamourising betting or using celebrities, influencers and content creators to endorse or promote gambling. Adverts must also not carry a “call-to-action” message or depict gambling as a source of income.
In addition, operators will now be required to display a responsible gambling message and a warning that players must be aged over 18.
To monitor this, all proposed adverts must be approved by the BCLC prior to publication and also classified by the Kenya Film Classification Board (KFCB).
Recently, underpinning the potential of football, iGaming operator SportPesa agreed a lucrative new FKF Premier League title sponsorship deal after signing a 10-year partnership.
September 15 will see SBC organise a groundbreaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/
