BetKing, Okocha, Unveil Exciting New Brand Identity

Ugo Aliogo

BetKing has unveiled its new brand identity along with its distinctive brand positioning, encapsulated in the new strapline “That Feeling, That’s BetKing”.

Speaking at a media briefing in Lagos yesterday, the Managing Director, KingMakers, Gossy Ukanwoke, disclosed that the company had never been just a sports betting company.

“BetKing speaks about leading, being in charge, taking control – We are reminding people that they have the power to change their path by allowing entrepreneurs to invest in a shop, hire their cashiers, and consequently better their community.

“On the other side, we are providing customers with multiple ways of winning – a win that could change their lives partially or wholly,” he said.

Ukanwoke hinted that the brand re-launch is the next stage of the company’s evolution and that its services would now go beyond sports betting.

He further explained that the company is becoming a sports/entertainment services provider to its customers beyond just sports betting. He added that the event was the first step in a series of enhancements to the BetKing offering in Nigeria that would unfold over the coming months.

The Managing Director affirmed BetKing’s commitment to its corporate social responsibilities, stating it would continue to improve communities where it finds itself.

Former Super Eagles Captain and BetKing Brand Ambassador, Austin ‘Jay-Jay’ Okocha, described his three-year-old journey with BetKing as a beautiful and purposeful partnership.

“In the last three years, we have created a household name, enabled the provision of jobs to thousands of Nigerians and shared memorable triumphs with our customers.

“I have experienced the passion of the BetKing team – a group of talented individuals who are working to the games closer to Africans. That’s what we stand for – promoting sports – delivering entertainment – developing our communities –facilitating commerce – helping people win and feel great about it. That Feeling, That’s BetKing.”

Okocha added that he is always delighted by the trust Nigerians repose in the BetKing brand and inspired by its transparency and impactful corporate social responsibility initiatives.

“BetKing stands out because of its integrity and access to seamless transactions by customers. It is also creating opportunities for agents and is helping reduce unemployment in Nigeria,” he noted.

Also speaking, the Director-General, National Lottery Regulation Commission (NLRC), Mr. Lanre Gbajabiamila, expressed delight at BetKing’s growth, stating that the rebranding was a good development.

It was also a night for royalty as guests, BetKing Business Partners, industry regulators and Blue Bloods (staff members of BetKing) were pampered by the gracious host alongside the Brand Ambassador, Austin’ Jay-Jay’ Okocha. The football icon starred in the new Television Commercial (TVC) unveiled on occasion, displaying intricate footwork, exciting dance moves and a bold expression for the BetKing brand.

Company chairman, Mr Toyin Pinheiro (SAN), opened up the event with a warm welcome to the guests and acknowledgment of the industry regulators including the Chairman, Lagos Internal Revenue Service (LIRS), Ayodele Subair and the Chief Executive Officer, Lagos State Lotteries Board, Mr Bashir. He further reiterated the purpose of the event – the relaunch of a powerful and impactful brand, BetKing. In his words, “This is the relaunch of a very strong brand; a brand premised on strength and integrity. I want to assure you that customers would be happy. They would have good opportunities of winning. As we head into the new season, you will have a jolly good time with our brand and Ambassador, Jay-Jay. I say to you, our customers, hang on to us. The winnings will be richer and bigger. The opportunities will be there. Let’s have a big season as we look forward to its commencement.”

Managing Director, KingMakers, Gossy Ukanwoke, also began on a note of gratitude to all present – guests, agents, partners, the Brand Ambassador and regulators. With reference to BetKing’s commitment to building a brand that would be the most valued by stakeholders in Africa while boosting economic growth, Ukanwoke said, “We have evolved over the years, consistently seeking ways to better our offering to customers and society. This brand relaunch is a statement of that commitment. A few months ago, we announced our corporate brand, KingMakers, representing the next level as a company. The nexus is to bring Africans closer to the game they love, and we’ll be doing this by offering our customers more ways to enjoy sports.”
Fittingly, it wasn’t an occasion for speeches but merriment and entertainment – an attribute the brand has indicated as part of their core identity. The engaged audience participated in fun games, prizes were won and all guests were given a taste of the feeling with branded gift items to appreciate their presence at the event.

Omah Lay rounded off the event with an electric performance that got guests on their feet. They all converged on the foot of the stage as the singer dished out some of his hits singles. The company’s management staff, including the Chief Financial Officer, Oladapo Olasope, were also present, at the enjoyable and colourful night.