Sporty Group launches TV campaign with Burna Boy and top African athletes
Featuring Burna Boy’s Afro-fusion sound alongside bold visuals that promote African sporting excellence, the ad encourages viewers to engage with SportyBet’s platform.
Nigeria.- Online gaming and sports betting brand SportyBet has unveiled a new television commercial featuring Nigerian artist Burna Boy. The ad, launched by parent company Sporty Group, includes appearances by Nigerian footballers Victor Osimhen and Asisat Oshoala, South African rugby player Cheslin Kolbe and football coach Benni McCarthy.
Featuring Burna Boy’s Afro-fusion sound alongside bold visuals that promote African sporting excellence, the ad encourages viewers to engage with SportyBet’s platform.
The commercial represents a major milestone in the partnership between Sporty and Burna Boy, who was earlier appointed the group’s global brand ambassador. It builds on their earlier collaboration on the music video for Burna Boy’s 2026 single “For Everybody”, released in January. The video, which celebrates African football culture, has now surpassed four million views on YouTube.
Elias Gallego, Vice President of Marketing Media at Sporty Group, described the project as a natural extension of their work with Burna Boy. He said: “This TV commercial represents the next step in a strong partnership between Sporty Group and African music legend Burna Boy. Our campaign has helped us showcase the beauty and cultural wealth of Africa through music, fashion and sports.”
He added that Burna Boy’s commitment to excellence and authenticity aligns perfectly with SportyBet’s focus on providing reliable experiences for users.
The ad began airing on television networks across Sporty Group’s African markets on February 28. By leveraging Burna Boy’s global appeal and the star power of renowned athletes, Sporty Group aims to solidify its foothold in the African sports betting sector and attract a wider audience to its platform.
