Sports and betting

Ethiopia is associated with the world stars of long-distance running; marathons and crosses are part of national identity.

Football remains the most massive spectacle: the capital's derby and national team matches gather an audience offline and on screens.

Organized betting is poorly developed: local betting points are found pointwise and under strict control, and online betting actually goes into the "gray" zone of offshore sites with limited payments and without guarantees of player protection.

Bookmakers' marketing is minimal, the norms of responsible play are at the discretion of a particular operator.

For brands, it's a niche, high-risk market; for fans - sports primarily for the sake of emotions, and not for the sake of betting.