How JumboBet Used Telegram Advertising to Capitalise on the World Cup 2026

By Femi Adeyemi

Every major football tournament creates the same challenge for betting operators.

Millions of fans are engaged, conversations change by the hour and marketing teams are under pressure to keep campaigns relevant. Yet much of the advertising produced during these events remains surprisingly static. The same creative is often repeated for weeks while the football, and the conversation, moves on.

This year, JumboBet decided to try something different. Working with Convertly, the Nigerian sportsbook adopted a dynamic Telegram advertising strategy built around fresh, match-specific creative published every day across Convertly's network of football communities.

Rather than producing a handful of generic campaign assets before the tournament began, JumboBet treated every day as a new marketing opportunity.

Advertising That Changed Every Day

Convertly managed the campaign from end to end, planning, designing, scheduling and distributing every advertisement across its Telegram publisher network.

Four sponsored posts were published each day, with every piece of creative built around that day's fixtures and the conversations football fans were already having. Some campaigns promoted enhanced odds on the biggest matches. Others focused on Bet Builders, allowing customers to create their own personalised bets, while accumulator campaigns highlighted the excitement and potential returns from combining multiple games. Instead of asking football fans to engage with the same advert repeatedly, the campaign constantly evolved alongside the tournament itself.

One of the campaign's most effective formats centred on JumboBet's free bet promotion. Each day, Convertly created a new bet slip based on that day's fixtures, demonstrating how a customer could use the free bet to build an accumulator with the potential for significant returns. Rather than simply promoting a free bet, the advertising gave customers inspiration, showing them exactly how they could use it.

The campaign also made extensive use of JumboBet brand ambassador Odion Ighalo, whose presence helped reinforce brand recognition and create an immediate connection with Nigerian football fans throughout the tournament.

Testing a Different Model

For Convertly, the campaign represented more than a successful advertising partnership. It became an opportunity to test whether highly relevant, fast-moving creative could outperform the more traditional approach of running the same advertising assets repeatedly throughout a sporting event.

"We wanted to see what would happen if we treated Telegram more like a live publishing platform than a traditional advertising channel," said Emeka Nwosu, Co-Founder of Convertly. "Football conversations change every few hours. We believed the advertising should change with them."

Rather than producing campaigns weeks in advance, Convertly's creative team worked continuously throughout the tournament, creating new content around each day's fixtures and promotional offers.

According to Nwosu, relevance proved to be one of the campaign's biggest strengths.

"Instead of showing people the same advert every day, we gave them something new to engage with every morning. Different matches, different bet slips, different offers and fresh creative. That kept the content feeling timely because it reflected what football fans were already discussing."

Telegram Rewards Timely Content. Telegram communities move quickly.

Subscribers expect regular updates, breaking news and fresh discussion. Convertly believed advertising should follow the same pattern. By producing creative that aligned with the daily football schedule, JumboBet's campaigns felt less like repetitive advertising and more like content that naturally belonged within football communities.

This approach also allowed the operator to promote the offers most relevant to each day's fixtures, whether that was a headline odds boost, a Bet Builder for a marquee match or an accumulator covering multiple games. Instead of one campaign running for several weeks, the tournament became a series of dozens of smaller campaigns, each designed around a specific moment.

Lessons for Advertisers

For Convertly, the campaign reinforced a simple principle: relevance matters. Advertising performs best when it reflects what audiences are thinking about right now, not what they were interested in last week. Telegram provides a unique environment for that approach because communities are built around shared interests and highly engaged conversations.

As more brands explore Telegram as a customer acquisition channel, Convertly believes campaigns will increasingly move away from static creative towards content that evolves alongside live events, cultural moments and the interests of each individual community.

"Our biggest takeaway was that freshness isn't just a creative decision—it's a performance strategy," Nwosu added. "When every advert is tailored to the day's conversation, people notice. That's the direction we think Telegram advertising is heading."

For JumboBet, the campaign demonstrated how a fully managed Telegram strategy can keep a brand visible throughout a major sporting event without relying on repetitive messaging. For Convertly, it validated a new approach to Telegram advertising. One built on speed, relevance and creative that changes as quickly as the conversation itself.