Posted on: July 18, 2023, 07:35h.
Last updated on: July 18, 2023, 07:35h.
Australia-based sports betting and iGaming operator Stake.com, which enjoys staying in the spotlight, is there once again. It has recently forged a new sponsorship deal with the African Warriors Fighting Championship (AWFC) that will introduce the gaming platform to the African market.
AWFC, renowned as the organizer of Dambe, a Nigerian form of boxing, is now set to receive backing from Stake.com. This collaboration follows Stake.com’s previous sponsorship involvement with the UFC and Nigerian UFC champion Israel Adesanya.
Stake’s alliance with AWFC guarantees extensive visibility for the Stake.com brand throughout AWFC events. The logo will appear on uniforms and arenas, and will probably be worked into scripts. Moreover, Stake.com will enjoy widespread reach via AWFC’s digital platforms, leveraging the content of Dambe.
AWFC A Solid Target
In 2019, Maxwell Kalu, a retired soccer player from Nigeria, established the AWFC intending to generate worldwide intrigue and acknowledgment for Dambe. This indigenous fighting technique has gained immense popularity within Nigeria and has captivated a significant global audience, amassing hundreds of millions of online spectators.
AWFC’s core mission is to enhance the well-being and security protocols within Dambe, a sport rich in age-old customs yet disconnected from historical contexts. The organization has been at the forefront of establishing standardized regulations for Dambe to protect the sport and the fighters.
Kalu said in a statement about the new partnership that he wants to use it to bolster the brand’s workforce across the continent. At the same time, he sees it as a great opportunity to generate widespread awareness about Dambe.
AWFC will persistently mold the landscape of Dambe’s expansion with the new sponsorship deal. Kalu sees it as a perfect way to expand the sport’s fanbase through its legacy, formidable battles and distinctive combat techniques.
Stake.com Director of Acquisitions Akhil Sarin sees the deal as a great opportunity for the company, as well. He explained that it gives it the ability to bring Dambe to the forefront and set Stake.com apart as a leader in combat sports sponsorships. The
Dambe is a unique sport that doesn’t have an equal in modern fighting organizations. The fighters use one hand, wrapped in cloth, as a “spear,” while the other acts as a “shield.” They attack with either the “spear” (almost always the fighter’s dominant hand) or legs as they simultaneously defend against the same.
The “shield” can also be used. Typically, the fighters keep this hand with the palm facing their opponent. When necessary, they can use it to either grab the other fighter or to subdue him.
The AWFC Dambe championship comprises three rounds. Victory is obtained by either leveling the opponent or forcing his hand, knee or back to make contact with the ground.
The sport itself dates back hundreds of years. However, Nigeria began to campaign for it as a recognized sport over the past few decades. In 2019, the country announced that it would push to create a national league and since then, Dambe has gained international notoriety.