Big Brother Naija has become a phenomenal revenue generator in Nigeria, since its explosion in 2017 – 11 years after its debut in 2006. The reality show, in 2019, made N7.2 billion (an amount reached from data provided by BBNaija – 240 million votes and News Agency of Nigeria – N30 per SMS vote). The reality show ushered in a fresh wave of excitement and curiosity for Nigerians, won the hearts of the people and has grown a huge fan base.
The 2020 edition of BBnaija tagged “Lockdown” is shaping up to be even bigger. While a lot of discussion on social media and the streets is centred on the housemates, attention has also been extended to Betway, a global online betting company and the leading sponsor of the 2020 edition of the BBnaija.
Earlier reports revealed that Betway went up against several aspiring sponsors and came out on top. The last sponsor of BBnaija Pepper Dem 2019 – Bet9ja, a Nigeria betting company, invested N1.8 billion to replace Payporte as lead sponsor for that year. Considering this, it is fair to say that Betway’s investment in BBnaija Lockdown 2020 was in the billions of naira.
While speculations continue as to how Betway will make returns on its investment, let’s take a look at the possible ways it will make huge amounts of cash from the reality show.
Increased Signups Due to Brand Visibility
As BBnaija Lockdown 2020 Continues the popularity of the show will become somewhat inseparable from that of its leading sponsor Betway – be it on billboards, posters, social media and even on the show itself. With the very regular display of Betway on the show, a lot of Nigerians are bound to become curious about the brand. This surely means more brand visibility for Betway and possibly more traffic to its website. This will eventually translate into signups on the betting site.
Drawing from disclosure by Payporte – the leading sponsors of BBnaija 2018, the licensing rights as headline sponsor allowed the eCommerce company to potentially charge co-sponsors like Legend Extra Stout, Minimie Noodles and others, millions of naira each. this way Betway could also charge co-sponsors and make millions.
Another way this might work in Betway’s favour is that it could be tiered sponsorship. The lower tier sponsors will have to pay Betway in this sort of grading system while other bigger sponsors might stand alone. Nonetheless, this cannot be ignored as a possible source of income.
Sharing of Revenue
A lot goes on throughout BBNaija show. It is now common knowledge that viewers must vote to retain or dispose of housemates. On the platform, there are 3 ways of voting; online (mobile site/ website) and offline (via SMS). The former is free while the latter costs N30 per SMS vote.
Betway will share in revenue being generated from the various voting methods. Seeing how much revenue BBNaija made last year – N7.2billion and the trend of increased revenue with every season, it is safe to say that Betway will be making billions of naira.
All things considered, BBNaija is pretty much a numbers game and for Betway, it’s a steady flow of revenue. There’s no way Betway would not make more than it invested for sponsorship. There is a good chance the betting company will renew its sponsorship of the show in coming the years.