Sports betting company 1xBet continues to invest heavily in Cameroon, but its lack of support for local media is sparking controversy. After appointing musician Magasco as brand ambassador, succeeding Samuel Eto'o, 1xBet has stepped up its promotional activities across the country, including through contests and marketing campaigns. However, this expansion has occurred without significant partnerships with independent Cameroonian media, raising questions about the company's business practices.
While 1xBet reaps billions of CFA francs in Cameroon thanks to a large user base and ubiquitous advertising, local media claim to be excluded from the financial benefits. Online news platforms, such as 237online.com, which attract a large audience, denounce the fact that 1xBet does not invest in the local press, despite using the visibility offered by Cameroonian networks.
The choice of Magasco as the brand's figurehead was formalized at a lavish event in Yaoundé, highlighting 1xBet's commitment to the Cameroonian market. Initiatives such as the Woman Hero campaign and the brand's presence in major cities across the country demonstrate this strategy. Arnaud Jolivo Boul, Marketing Director of 1xBet, highlighted the importance of culture, but local media are questioning their place in this vision.
This situation highlights a perceived imbalance, where a multinational corporation benefits from the Cameroonian market without contributing equitably to its media ecosystem. The lack of advertising partnerships with local digital media, which play a crucial role in shaping public opinion, is particularly criticized.
The question remains how long this situation will last. Cameroonian media believe they deserve a share of 1xBet's advertising investments, given their role in disseminating information and promoting the brand to the Cameroonian public. 1xBet has sponsored major CAF tournaments, signaling a commitment to African football.
