Betlive CCO: “Private Sector Involvement is an Important Guarantee for Sports Development”

In February Betlive betting company became the official sponsor of three sports federations in Georgia. A cooperation agreement has been signed between Betlive and the Georgian Rugby Union, the Georgian Judo Federation, and the Georgian Tennis Federation. Partnership activities include joint projects, promoting healthy lifestyle, support of Georgian sports, and cooperation with the media. 

Nikoloz Ghudushauri, Chief Commercial Officer of Betlive, discussed with SBC CIS recent partnerships, the importance of supporting sports, and the company’s future plans.

Betlive continues to support Georgian sports. Can you tell us more about this? What led you to choose Rugby Union, as well as Judo and Tennis Federations? What makes this area important to you?

We are committed to supporting Georgian sports. Our goal was to work with several federations simultaneously. During negotiations with Rugby Union, Judo and Tennis Federations, we developed a common vision that confirmed our ability to create successful projects together.

Can you tell us about the activities you plan for fans and what kind of support will you provide to the federations as part of this partnership?

Aside from financial support, in 2023 the partnership will host the Rugby World Cup, as well as several judo grand prix and tennis tournaments. Several events have already been planned to raise awareness of our sport.

Sponsorship restrictions were part of the last year’s regulations update. What impact has the new law had on your work?

It is obvious that last year’s changes reorganized and adapted our sector, but all sectors should be regulated by the state. However, the sector remains open to sponsoring sports events and institutions. Due to this, we strive to encourage representatives of our sector, and not just ours, to contribute more to the sport.

In your opinion, what is the role of iGaming in the development and promotion of sports?

Globally, iGaming’s involvement in sports is of great importance, not just in Georgia. It is not uncommon for the largest federations, championships, and most famous athletes in the world, as well as clubs, to have close relationships with companies in this field. iGaming representatives invest a lot of resources in sports, which creates new opportunities and contributes to its growth.

How would you describe the state of sports sponsorship in Georgia? What can the private sector do to increase its support?

There is still a lot to be done in this area. Sports success is something we all celebrate, but we often forget the resources and efforts that were invested to make it happen. As a matter of fact, private sector involvement is an important guarantee for sports development. Thus, I believe that increased sponsorship agreements will definitely boost Georgian sports.

What projects and campaigns are your company currently engaged in?

With our “for our sport” approach, we will engage with sports institutions and individual athletes. All the news will gradually be revealed to the fans. Aside from the above contracts, Betlive focuses on innovative projects and strives to stay at the forefront of technology.

How do you view the development of sports media? In this context, what role does iGaming play?

Sports media and iGaming are intertwined in today’s world. The cooperation between these two spheres contributes to the development of sports media as an aspect of culture and journalism. Therefore, we actively support online sports media, particularly

Would you be able to tell us what your plans are for this year? What future partnerships do you intend to sign, and in which direction are you heading?

As Betlive gains experience, our partner network will only expand, and we will continue to support Georgian sports. In the near future, we will be able to provide you with all the details. 

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