1XBet, Tiktok, Binance partner with AFCON 2021

By Elizabeth Olagunju

1XBet, Tiktok, Binance have ventured into a strategic partnership with Africa Cup of Nations (AFCON) 2021.The ongoing tournament, which is hosted every two years, started on the 9th of January and is slated to end on the 6th of February.

The tournament is currently hosted by the winner of the last edition, Cameroon, which won the last AFCON by beating Burkina Faso with 2 – 1 goals.

According to the three major brands, the partnership will help increase their visibility and target new market segment.

For BINANCE, a top leading block chain ecosystem and crypto currency exchange, the 2021 AFCON is the first time it will be sponsoring a large scale football event.

1XBet, an international betting company, has more than 14 years experience in the industry and is known for partnering with well known sport clubs and organizations such as FC Lyon, FC Barcelona, Italian Serie A and many more.

However, commenting on Tiktok’s sponsorship, Tiktok content operations manager for Africa, Boniswa Sidwaba said: “We certainly look forward to inspiring fans to celebrate and participate in content unique to Tiktok, in the most African way possible, providing great entertainment for the community.

“Fans on the African continent have not been able to come together to enjoy the beautiful game of football due to Covid-19 regulations. As a proudly multicultural continent, Africa is beaming with creativity and talent, and we see a lot of potential to harness and cultivate creative football expression on our platform.”

Also commenting on the partnership, Confederation of African Football General Secretary, Veron Mosengo-Omba said: “We are truly delighted to have Tiktok come on board as an official partner; football content in Africa is in high demand and together with Tiktok we are able to create and encourage the online community to engage in and create the type of content that will take both brands to new markets.

“We look forward to working with Tiktok in creating true African football experiences for fans around the world, virtually.”

Africa cup of Nations started with 24 qualified teams on the 9th of January and will end on the 6th of February 2022. The winner will be awarded $5million, runners up will be awarded $2.75million, semi finalists will be awarded $2.2million and Quarter finalists $1.18million.


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