Dean Akinjobi at BOSE: Betting companies must look to African markets to engage audiences

Following reviews of the 2005 Gambling Act, an increase of sponsorships in the digital space is beginning to emerge.

Speaking to SBC Journalist Jessie Sale at Betting on Sports Europe, Dean Akinjobi, CEO of Football Media, shared his thoughts that if a ban on sports betting sponsorships does take place then such companies will have to think of smarter ways to engage their audiences.

“The digital space is going to be absolutely huge, so you’ll find sponsorship money moving into digital. But also, you’ll find clubs working with betting brands or maybe markets that they weren’t previously aware of.”

Akinjobi regarded African and Asian nations as key emerging markets, and predicts betting companies will place a great focus on placing regional basd deals in these areas.

“Overall, I think it’s going to be very challenging,” he continued. “But it’s one of those things that the industry has been aware of, and we should all collectively figure out how to get the best solution.”

“It’s going to be a bumpy road. The future of sports sponsorships as a whole with regards to betting is going to be challenging.”

Additionally, in responding to what we can expect from Football Media in 2022, Akinjobi shared that the brand is focused on scaling the business internationally, again, specifically in the African market.

“We have a huge presence in Africa, we’re doing a lot of things in Kenya, Nigeria and South Africa, working with a number of big betting brands. Some of the brands that are in Europe, bringing them into the continent, we have a team of people there too.

“With the World Cup coming up in 2022, it’s going to be huge, you can expect some really interesting activations, more sponsorships, and really interesting things from us.”

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