Betway at 10: A decade of impact, and a journey I have witnessed from close range
When Betway arrived in Ghana in 2016, I do not think many of us could have imagined what the next decade would look like. Ten years later, Betway is celebrating a decade in Ghana, and for me, the anniversary carries a slightly more personal meaning. I have had the privilege of being an ambassador for […]
In 2016, Betway entered the Ghanaian market, and over the ensuing decade, the company's influence has transcended its initial focus on betting and sports sponsorship. As an ambassador for Betway throughout this journey, the reporter has witnessed firsthand the brand's commitment to developing communities through sport. This approach goes beyond merely placing logos on jerseys and naming competitions.
For instance, Betway sponsored Ghana Premier League clubs such as Medeama, Aduana Stars, and Ashanti Gold. However, the company's involvement in football extended beyond mere sponsorship. Teams received equipment like kits, and players and officials benefited from capacity-building workshops featuring experts in marketing, coaching, and nutrition. This reflects a recognition that developing sport requires developing the people who facilitate it.
The Betway 12th Man project, spearheaded with former Ghana captain Stephen Appiah, aimed to equip retired footballers with skills to build second careers. The programme offered workshops in areas such as marketing, personal branding, and punditry. Additionally, the Betway Talent Search identified young football talent, accompanied by training sessions, workshops, and equipment donations.
This provided opportunities for promising players even if they did not sign with foreign clubs, with the community also benefiting from the support.
Betway's impact expanded beyond football, involving basketball teams, organizing clinics, and providing equipment to local clubs. The Betway Up initiative further emphasized this philosophy, supporting Ghana’s amputee national teams with equipment and training. Such initiatives highlight how sport can bring people together and expose inequalities, as athletes who need support may not always receive the attention they deserve.
Away from the sporting field, the Betway Cares initiative provided solar-powered charging stations to communities lacking electricity, demonstrating that its impact can be immediate and significant. Additionally, the Betway Tumu Cup in 2025 brought together over 20 communities in the Sissala East District of the Upper West Region, fostering a sense of belonging and providing a positive outlet for young people.
This event took place in a region often overlooked by corporate activity, underscoring the importance of such community engagements.
For the reporter, the true measure of Betway's success lies not in the sheer amount of investment or sponsorship deals, but in where that investment is directed and the positive outcomes it generates in the lives of individuals and communities.
Written by urgent.news from MyJoyOnline Ghana's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
