A player-first sponsorship, launched with a penalty shoot-out.

We set up a press event in Lilongwe, the capital city, where we invited members of the press, the Football Association of Malawi and former players to a launch event featuring a mini penalty shoot-out within the hotel premises. We divided the teams into Team betPawa, made up of betPawa executives, and Team FAM, made up of FAM officials, with an influencer joining each side.

Each team registered their phone numbers, and the winning team (FAM, of course) received instant mobile money notifications as soon as they were declared winners. Setting up a mini exhibition penalty shoot-out within the hotel reduced the cost of hosting the event at a sports arena or stadium, where other service providers such as caterers would have had to set up from scratch. Hosting it at a hotel meant that auxiliary services such as the bar and catering were already provided for.

We also coordinated content acquisition, branding, press liaison, event branding, branded gifts, the master of ceremonies (who also dressed as a referee for the exhibition shoot-out), influencers, hostesses and every other aspect of event coordination and management.