Betway has signed on as a sponsor for the popular reality television series BBNaija. Both the betting operator and the Nigerian reality show are expecting to benefit from this unique partnership.

betway big brother nigeria
Source: Adeolu Eletu on Unsplash

Global betting platform Betway has become the newest sponsor of the Big Brother Naija reality television show. Multichoice Nigeria, the broadcaster behind the series, announced the deal in early June 2020. Chief Executive Officer John Ugbe described the partnership as “a right fit”.

A Collaboration Between Two Strong Brands

Big Brother Naija (often referred to as BBNaija) was first aired in March 2006 and has garnered popular and critical acclaim in the years since then. The show embraces a positive, young Nigerian identity, as seen in the fact that it uses the word “Naija” rather than Nigeria in its name. “Naija” represents the youth of the country, who are calling for change from the inside out. They announce themselves as Naija with pride and attitude, and the Big Brother show has capitalised on the enthusiasm for the word.

Coincidentally, Betway Nigeria was established in the same year that BBNaija was launched, and has been live since 2006. The operator offers casino games and comprehensive sports betting opportunities, on all major tournaments and leagues, at highly competitive odds. Active across several online jurisdictions, Betway holds licences from the United Kingdom Gambling Commission, the Malta Gaming Authority, and regulating bodies in Italy, Germany, Belgium and Spain.

In addition, the online bookmaker and casino licences its brand to specific legal operating companies in various African countries. These countries include Ghana, Kenya, Zambia, South Africa, Uganda and, of course, Nigeria. With the independent success of both BBNaija and Betway, insiders are excited to see how well the brands do in partnership with each other. Online auditions for the fifth season of the series were announced on the 20th of May 2020 and concluded on the 30th, with plans to air new episodes in July.

Beneficial to Both Businesses

Both Multichoice and Betway are expecting the deal to yield great rewards. In his statement announcing the news, Ugbe said Multichoice was excited to have Betway on board, and added that his company believed the partnership would increase fans’ engagement with and excitement about the reality television show.

Meanwhile, media mogul Chris Ubosi, official representative of the Betway brand, said that the collaboration would present the operator with the opportunity to connect and interact with dynamic Nigerians. The company believes that their casino game and sports betting offering will add excitement to both contestants on the show, and viewers watching Big Brother Naija at home.

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