Bet9ja Founder Kunle Soname's Billion-Dollar Journey
How Kunle Soname Turned Bet9ja Into Nigeria's Top Brand
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Few people can name the man behind the green-and-white Bet9ja logo, but Kunle Soname's story from public service to billion-dollar bookmaker is one to know.
The green-and-white Bet9ja name appears on street corners and billboard spaces across Nigeria. The chairman who created it, Kunle Soname, almost never chases publicity — but his rise stands as one of the most interesting in Nigerian commerce.
Soname's background did not follow a simple route. He earned degrees in Estate Management, Political Science, and later completed an MBA before moving into local public office. He held the position as Executive Chairman of Ikosi-Isheri Local Council from 2003 to 2011, giving him firsthand knowledge in public administration that proved valuable in business.
Soname's competitive advantage went beyond the technology. He leveraged his experience in public life to tap into the general public. Bet9ja expanded fast by mixing offline accessibility with digital access, a formula that almost no competitors managed to replicate in those early years.
Bet9ja's rise has had tangible benefits for users. His significant spending in product development, physical locations, and marketing has produced one of the most well-rounded sportsbook offerings on offer in West Africa. It integrates all major Nigerian bank payment options, which makes funding an account fast and easy.
His entrepreneurial drive extend far beyond the betting industry. In 2025, Remo Stars became Nigeria's NPFL champions, the first privately-run side to win the league. On the aviation side, ValueJet started domestic flights in 2022 and has since grown routes and capacity. The range of his investments shows a consistent strategy of targeting industries relevant to the Nigerian market.
Key Statistics On Bet9ja
The platform generates more than $750 million in annual turnover, making it Africa's leading sports betting platform by income. [BusinessDay]
Nigeria's online gambling industry is forecast to hit $3.63 billion by late 2025, cementing it as a top-performing sports betting markets globally. [Grokipedia / SportRadar data]
Bet9ja runs over 5,000 retail agents across Nigeria, giving livelihoods to an estimated 10,000+ of Nigerian youths. [Nairametrics]
In 2019, Bet9ja spent over N1 billion to secure its place as title sponsor of the Big Brother Naija reality TV show, a programme widely considered the highest-rated entertainment programmes in sub-Saharan Africa. [BusinessDay]
Nigeria's population of citizens includes a significant and growing base of young consumers, making for an exceptionally largest addressable target markets for sports betting. [BusinessDay]
The platform was ranked as the second most visited site in Nigeria by Google in 2019, above most major commercial sites. [Nairametrics]
Surprising Things About Bet9ja
You may not know that Bet9ja was established by Ayo Ojuroye, who currently holds the role of CEO, while Soname occupies the role of chairman?
Bet9ja started as an physical business in Ogun State, and only later going to the web and nationally.
Soname's football club, the club that Soname founded in 2004 with the name FC Dender, was moved from Lagos to Soname's home state as an expression of the chairman's commitment to his hometown.
The YOHAIG promo code offers newly registered members a welcome bonus on the opening deposit, making it a highly competitive registration bonuses in Nigeria right now.
Soname became the first person from Nigeria to hold a stake in a top-tier European football side when he took a 70% stake in CD Feirense in 2015 via his company Tavistock Global Resource Limited.
Bet9ja partnered with Sportradar and casino content provider NetEnt to enhance both the quality of its odds and virtual sports and casino content.
The Bet9ja chairman also founded Beyond Limits Football Academy, a grassroots initiative for young players aimed at identify and support emerging football talent beyond commercial interests.
rise is proof that timing, instinct, and a deep understanding of your market are what it takes to build a world-class business. Punters who want to get started on Bet9ja can use the YOHAIG promotion code to get a first-deposit bonus at sign-up. Check the latest Bet9ja promo code listing for the latest welcome deal before creating an account.
Sources
BusinessDay Nigeria — How Bet9ja's Kunle Soname Left Politics to Bet on a Billion-Dollar Industry (accessed March 2025)
Nairametrics — Meet Bet9ja's Kunle Soname (accessed March 2025)
Billionaires Africa — 9 Companies Owned by Kunle Soname (accessed March 2025)
Legit.ng — Full List of Companies Owned by Kunle Soname (accessed March 2025)
Grokipedia — Kunle Soname (accessed March 2025)
BusinessDay Nigeria — How Kunle Soname is Redefining Nigeria's Football Club Management (accessed March 2025)
