Sportsbet.io has further grown its portfolio of brand ambassadors and sponsorship partners, moving into music as well as sports. 

The Yolo Group-owned crypto-betting operator has entered into an agreement with King Kaka, a Kenyan rapper with a strong reputation in the East African hip hop scene. 

As a result of the deal, the artist will carry out a global ambassador role for Sportsbet, in East Africa and further afield, introducing special access to promotions and bonuses to players in the region. 

Albert Climent, Head of Africa at Sportsbet.io, remarked: “King Kaka is an inspiration to millions, not just for his game changing music, but also his humanitarian work. 

“He’s the perfect match for our fun, fast and fair approach to crypto gaming, and we know this is going to be a showstopping partnership.”

Sportsbet.io’s partnerships so far have primarily been focused around sporting verticals, such as the firm’s agreement with Southampton FC of the Premier League and Brazil’s São Paulo Futebol Clube.

Speaking to SBC at the Betting on Sports Europe (BOSE) event in November, the crypto-betting operator’s Director of Sportsbook, Joe McCallum, emphasised the importance of developing strong partnerships as part of wider sponsorship arrangements.

Commenting on his partnership with the brand, Kaka added:  “Sportsbet.io are true innovators, and that’s always something I’ll value. Throughout my career and with my music, I’ve tried to follow my own path, and I respect Sportsbet.io for doing the same. I can’t wait to get started as a global ambassador for the world’s top crypto-led sports betting site.”