In our survey to find out public perception of who is the official bookmaker partners of Africa Cup of nations (AFCON 2021) in Cameroon, we got quite a contrasting responses from 25,000 sample respondents across Africa, which shows there weren't a clear distinction in public perception of who actually is the official bookmaker of Africa's football showpiece.
34% said it is 1xBet
22% said it is BetKing
14% said it is both 1xBet and BetKing
10% said they were not sure which is the official Sponsors between BetKing and 1xBet
4% said they do not really know
What may have brought about the confusion?
Estimated 65% of those watching AFCON tournament watch on television and get highlight from the social media. 88% were watching on Supersports and that's where the confusion emanated.
What Happened?
BetKing craftily executed a media ambush with their campaign "Celebrating the Afkon feeling" with Ads running majorly on Supersports before start, during half time and the end of every AFCON match...and running in peripersue with 1xbet Ad on the same media space.
Moreover, BetKing brand ambassador Austin JayJay Okocha was an active analyst in Supersports during the tournament and that deflected so much of the public perceptions
Although, BetKing doesn't have the exclusive privilege to use AFCON logo but it crafted Afkon promotion to deliberately create such confusion in public perceptions.
BetKing launched a Sale promotion and announced that it is giving four people the chance to watch the tournament in Cameroon. The sports and digital entertainment company disclosed this to journalists in Lagos during the unveiling of its ‘AFKON Promotion’ scheduled to run from 9 January to 6 February 2022.
BetKing online and offline customers also stand a chance to win 43-inch Hisense Smart TV sets, several PlayStation 5 consoles, free betting credit, smartphones, and the grand prize of a JAC S2 SUV for three lucky customers.
This Afkon sales promotion has swayed lot of bettors to betKing for AFCON stakes. This situation has greatly short changed 1xBet, who are indeed the official sponsors of the tournament.
Under the terms of the agreement, 1xBet Ads will be displayed on the digital signboard round the pitches in the stadiums where the matches are taking place, as well as on TV, tickets and various graphic materials.
1xBet, also offer football fans special bets and bonusess during the tournament. The bookmaker has been running several concurrent promotions for fans:
1xBet promo on Facebook and Instagram pages offers cool prizes like win tickets for the matches and more. Promo in the brand’s betting shops in Cameroon, where customers can win sought after match tickets. Promo on the website and in the 1xBet app with incredible cash prizes, the main one being $10,000!
In addition, in the three host cities, the bookmaker has organised fan zones where football fans can watch games on big screens and cheer for their favourite teams.tea There are usually lots of fun activities, games, contests with gifts and other pleasant surprises that draw lot of people to the fan zones at Hotel de Ville Yaounde, Parcours Vita Douala and TBC in Garoua.
In Conclusion
CAF should look into the matter of unwitty ambushing of official sponsors of its tournaments and to find a way to protect their interest for mutual benefits.
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