What Sportsbet.io has done is truly appreciable. They've done it in the right way to give exposure to common people about bitcoin. Different ways of marketing is done to promote the bitcoin acceptance on different services. Here, this is much more effective than the common ways of promotion. Also it'll reach a large user base as it is done through one of the popular soccer tournament.
It is natural that crypto startups with BET themes can do promotions like this, and also they often hook sports partners because the majority of people must have a hobby there. This is very rare, especially if crypto companies only want to make exchange products