World Sports Betting withdraws campaign after preschool promotion backlash

The operator said an independent production company filmed the episode, but accepted responsibility because the activation carried its branding.

Key takeaways

• World Sports Betting withdrew its Bet to the Beat campaign following backlash over a promotional activation filmed inside a Pretoria preschool.
• The operator apologised, saying it was unaware of the filming location but accepted responsibility for the incident.
• WSB removed the promotional content from social media and redirected the remaining prize funds towards responsible gambling awareness.
• Alan Ford Productions accepted responsibility for proceeding with the classroom activation.
• WSB said it would strengthen its supplier code of conduct to prevent similar incidents.

South Africa.- South African betting operator World Sports Betting (WSB) has withdrawn its “Bet to the Beat” promotional campaign and apologised following public criticism over a gambling-related activation filmed inside a preschool classroom in Pretoria, South Africa. The betting operator confirmed that it had removed the promotional content from social media and redirected the remaining prize funds towards responsible gambling awareness initiatives.

The controversy followed the circulation of a video showing social media influencer Chad Jones entering a classroom at Cornwall Hill College Preschool with a branded prize wheel as part of the campaign. The footage showed preschool children cheering as their teacher participated in the competition. The teacher reportedly won R14,000 through the activation, which also involved demonstrating that she had an active World Sports Betting account.

In its public apology, WSB acknowledged that the classroom activation should never have taken place. The company said: “We’ve seen your posts and comments being shared, and we want to address them directly. First and foremost, we are truly sorry. A ‘Bet to the Beat’ episode filmed in a classroom at Cornwall Hill College should never have happened, and it doesn’t reflect the standards we hold ourselves to.”

WSB explained that an independent production company had filmed the episode and that it was unaware of the location at the time. However, it accepted responsibility for the incident because the promotion carried its brand. It added: “Gambling marketing has no place in classrooms.”

The operator subsequently withdrew from the “Bet to the Beat” campaign with immediate effect and arranged for the promotional material to be removed from social media platforms. It also said it had begun strengthening its supplier code of conduct to prevent similar incidents involving external production and marketing partners.

Production company accepts responsibility

Further details about the activation emerged in an investigation published by amaBhungane on November 5. The report identified Alan Ford Productions as the company responsible for producing the campaign in partnership with the SABC3 morning programme Expresso Show.

Producer Alan Ford said the production team had arranged the visit after the teacher was selected as a competition winner. The school principal had granted permission for the team to film on its premises and led the crew into the classroom.

Ford said the production team had not intended to film the prize-wheel activity in front of the children but acknowledged that proceeding with the classroom activation was its decision. He accepted responsibility for the production oversight and apologised for the reputational damage caused to WSB.

According to the report, the episode had been scheduled for broadcast but was withdrawn after WSB reviewed it. The footage subsequently appeared online after influencer Jones reportedly published it independently.

The investigation also reported that Cornwall Hill College had written to parents following the controversy. The school indicated that the gambling affiliation and promotional implications of the activity had not been adequately communicated when permission was granted.

The activation also drew criticism from the SARGF, which called for additional measures to protect children from gambling-related marketing.

Frequently asked questions (FAQs)

• Why did World Sports Betting withdraw its Bet to the Beat campaign? World Sports Betting withdrew the campaign after public criticism of a branded prize-wheel activation filmed in a preschool classroom at Cornwall Hill College in Pretoria. The company said the episode should never have happened and that gambling marketing has no place in classrooms.
• What happened during the World Sports Betting preschool promotion? Influencer Chad Jones entered the classroom with a branded prize wheel as part of the campaign. Children were encouraged to cheer as their teacher spun the wheel, with the teacher reportedly winning R14,000 after demonstrating that she had an active World Sports Betting account.
• What actions has World Sports Betting taken in response? The operator removed the promotional material from social media, withdrew from the campaign with immediate effect and redirected remaining prize funds to responsible gambling awareness initiatives. It also said it is strengthening its supplier code of conduct to prevent similar incidents involving external production and marketing partners.