After announcing a ₦494 million Locker Room Bonus sponsorship in Nigerian football, mostly for the players and technical officials of the Nigeria National League (NNL) teams, betPawa, Africa’s biggest iGaming brand, has unveiled Afro-pop sensation Tekno as its new brand ambassador at a colourful event in Lagos.
The collaboration underscores the company’s strategy to intertwine football, music, and culture, allowing the brand to connect with Nigeria’s youth in a dynamic way.
Tekno, celebrated for hits such as “Pana” and “Skeletun,” will now serve as the face of BetPawa, embodying the essence of Africa’s “home of big winners” while promoting a message that transcends gaming to embrace lifestyle and inspiration.
Borah Omary Ndanyungu, head of local marketing and CSR at BetPawa, emphasised the significance of both music and football in inspiring millions. “Tekno represents everything BetPawa stands for—energy, creativity, and breaking boundaries,” she stated. “This announcement follows our ₦494 million investment in Nigerian football through the Locker Room Bonus, focusing on rewarding performance on the pitch while creating unforgettable experiences off it.”
In detail, the Locker Room Bonus initiative guarantees ₦56,000 in direct mobile-money payments to 20 players and three technical staff from each winning NNL team—totaling ₦1,288,000 per match. With 292 matches scheduled, over ₦369 million is set to be distributed directly to players and coaches this season. An additional ₦100 million will be allocated to support league operations, while ₦8.1 million is earmarked for end-of-season awards.
The agreement signifies more than just financial investment for the NNL; it embodies values of professionalism and transparency. Club officials have undergone training on the Locker Room Bonus platform, which digitalises line-up verification and automates payments, ensuring that players receive their rewards promptly.
By enlisting Tekno, BetPawa is firmly rooting itself in the fabric of Nigerian culture. With features such as a 1,250% sports win bonus—the highest in Africa—and an exclusive 1M x multiplier on JetX crash games, the brand is establishing itself as the “home of big winners.”
However, the mission extends beyond mere business pursuits. “Across Africa, we have demonstrated our commitment to grassroots development,” Borah added. “Whether through Locker Room Bonuses or support for local leagues, our emphasis remains on empowering players and fans alike.”
At the Abuja launch, stakeholders appealled BetPawa to broaden its support to women’s football and basketball—areas where the brand is already making investments in other African markets.
Through significant investments in sports and culture, BetPawa is pioneering a new model of corporate sponsorship in Nigeria—one that nurtures ambition on the pitch, stimulates creativity in music, and empowers local communities.
As Tekno gears up for new music releases and the NNL prepares for its November kickoff, the fusion of football and Afro-pop signals a vibrant future ahead.
