Sponsoring sport is good for business, on and off field


The Rugby World Cup hosted by Japan is almost coming to an end. The final will be played this Saturday at the International Stadium Yokohama. The Bokke have made it to the final and will be playing against our northern hemisphere rival, England.

As both teams have performed well during the tournament, this game will be relished by both sides. The whole nation will be able to enjoy this game as SABC just bought the rights to broadcast the final. As is often observed, sport has the ability to bring a nation together.

While this is true, it also definitely has the potential to make money. The Japanese are expecting approximately an additional £1,5 billion to be brought into the economy from hosting the event. More than 400,000 visitors are expected to have reached Japanese shores just to watch the Rugby World Cup 2019.

Worldwide partnerships

The tournament has six official Worldwide Partners for the event. World Rugby is expecting to earn around £360 million before deductions. Worldwide Partners can see the positive results from being associated with the tournament.

Sport sponsorship is an important part of creating positive brand awareness.

Heineken and Emirates are well aware of this and have been part of the Rugby World Cup for over 20 years, but being one of the Worldwide Partners comes at a price. Companies that are Worldwide Partners pay in the region of $12 million a year for this exposure.

Sport sponsorship

Betway has a long-standing relationship with sports teams from around world. The company opened its doors in South Africa in 2017. It has been expanding into other countries in Africa as well.

Betway is one of the main sponsors of the London football club West Ham United; they are also official sponsors of three Spanish football clubs.

Betway also sponsors a few African football teams and although sponsoring sports teams is an important part of betting companies’ overall marketing strategy, it is the sponsoring of growth on and off the sports field that is important.

Betway’s 6-month training course

This year saw Betway come up with a clever initiative for ex professional football players.

Betway’s 12th Man initiative was led by former Bafana Bafana player, the legendary Lucas Radebe, and gives former football players the chance to participate in and graduate from a 6-month training course. The course offered different workshops that were led by industry leaders. The workshops involved club administration, skills acquisition and project management.

When planning the Betway 12th Man programme, the ultimate goal was to produce legends with an improved self-esteem and most importantly, equipped to give back to their communities. As part of our many CSI initiatives, Betway constantly seeks to stimulate community development through innovative means that bring lasting solutions. We believe more lives in our communities will be touched as a result of empowering our former football heroes.

– David Rachidi, Betway Marketing Manager

Betway has been on the forefront of bringing sports betting to sports enthusiasts around the world. They have an integrated app that works on both IO and Android devices. The app has up-to-date information on sports events from around the globe.

Betway online betgames is a new game available to play on the Betway app on your mobile device.



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