- Award-winning Nigerian artist Burna Boy has joined SportyBet as a brand ambassador and is set to release his first single for 2026 dedicated to the beautiful game.
- SportyBet is on a major comeback to the Kenyan market after its September 2022 exit following regulatory and tax disputes with the Kenya Revenue Authority (KRA) and the Betting Control and Licensing Board (BCLB).
- The betting giant holds a substantial market share in Kenya, Nigeria, and South Africa, with prominent European partners including Real Madrid Football Club and the Spanish La Liga Santander.
Burna Boy Features Global Football Stars in “For Everybody”
SportyBet announced an epic collaboration with Nigerian headline artist Burna Boy with a 45-second trailer of his upcoming music video posted on SportyTV.
Set for release on January 16, the music project is widely viewed as a decisive step in SportyBet’s ambition to scale its global reach.
SportyBet has adopted a unity and inclusivity approach to engage and energise football fans worldwide.
Star footballers including Eduardo Camavinga, Éder Militão, Nico Williams, and Iñaki Williams feature in the video, seamlessly fusing African music with global football under the banner #SportyForEverybody.
SportyBet also screened the blockbuster EFL fixture between Newcastle United and Manchester City at St. James Park on YouTube, taking the opportunity to popularise the upcoming partnership.
The SportyBet-Burna Boy partnership highlights a pivotal shift as sports move beyond the field of play to define global culture.
By enlisting one of Africa’s most influential global music exports, SportyBet positions itself at the intersection of entertainment, identity, and fandom.
The campaign taps into football’s emotional pull to create a global narrative where football, music, and culture come together for everybody.
