The African Warriors Fighting Championship (AWFC), the biggest promoter of Dambe, traditional Nigerian boxing, has signed a historic sponsorship deal with Stake, the world leader in crypto sports betting.
Already a sponsor of UFC and Nigerian champion Israel Adesanya, this is Stake’s first sponsorship deal in Africa.
Under the terms, the Stake brand will be integrated into AWFC events. This will occur through the placement of high visibility logos on athletes’ uniforms and in the fight arena.
The partnership will also provide exposure for the Stake on AWFC’s digital channels. The brand will be integrated into exciting content about Dambe.
Founded in 2019 by Maxwell Kalu, the African Warriors Fighting Championship aims to raise global interest in Dambe, Nigerian boxing.
Hugely popular in Nigeria, Dambe has gained an international following. Furthermore, the sport is securing hundreds of millions of views online.
In Dambe matches, athletes may strike with one hand, which is wrapped around a knotted rope known as “the spear”.
The other hand is used defensively and is known as “the shield”. Athletes can therefore also kick with both legs.
AWFC Dambe events are contested over three rounds. Thus, victory is guaranteed by knocking out an opponent or causing your hand, knee or back to touch the ground.
AWFC CEO believes partnership with Stake will promote Dambe worldwide
AWFC CEO Maxwell Kalu said: “A first of its kind, our partnership with the Stake is a huge moment for African combat sports. It is an exciting step in our mission to make Dambe global.”
“Ancient, intense and rich in tradition, Dambe is unlike any other combat sport in the world.”
“Partnering with the Stake highlights the impressive growth of the AWFC. And, it demonstrates that Dambe is making a real impact in the minds of combat sports fans around the world.”
“We are proud to be Stake’s first partner in Africa. We look forward to helping the brand raise awareness and expand its user base across the continent.”
Akhil Sarin, Director of Procurement at Stake, said: “AWFC is a young brand with exciting plans and we see huge potential for Dambe.”
“The Stake has built a reputation with our combat sports partnerships and adding them to our portfolio is a huge step forward as we look to expand into the African market.”
