How Bet9ja's Kunle Soname Built A Billion-Dollar Empire
How Bet9ja's Kunle Soname Built a Billion-Dollar Empire
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The story of how a local government chairman from Ogun State became the founder of Nigeria's biggest sports betting platform is one of the most compelling in African business.
The green-and-white Bet9ja brand can be seen on football jerseys and national TV across Nigeria. The man who built that brand, Kunle Soname, rarely courts the spotlight — but his journey is one of the most impressive in Nigerian commerce.
Soname's background was anything but a single track. He studied Estate Management, Political Science, and eventually finished an MBA prior to moving into local public office. He served as Executive Chairman of Ikosi-Isheri Local Council from 2003 to 2011, providing firsthand knowledge in managing large organisations that turned out to be critical in business.
Soname's edge was not just the technology. He leveraged his experience in public life to understand the general public. Bet9ja grew quickly by mixing offline accessibility with online convenience, a formula that almost no rivals could copy at the time.
The platform's rise has had real knock-on benefits for users. His significant spending in product development, physical locations, and marketing translates into one of the most feature-rich platforms accessible in Nigeria. The platform integrates payments from major Nigerian banks, so depositing and withdrawing simple and quick.
His entrepreneurial drive extend far beyond sports betting. By 2025, Remo Stars was crowned as the NPFL title-winners, marking the first time privately-owned side to claim the championship. On the aviation side, ValueJet launched commercial flights in 2022 and quickly grown routes and capacity. The scope of these businesses reflects a clear approach to building assets that serve everyday Nigerians.
Key Facts On Nigerian Sports Betting
Bet9ja generates more than $750 million in yearly revenue, ranking it the continent's leading sports betting brand by turnover. [BusinessDay]
The Nigerian online gambling market is forecast to hit $3.63 billion by end-2025, ranking it as one of the fastest-growing betting markets globally. [Grokipedia / SportRadar data]
Bet9ja maintains more than 5,000 licensed agents throughout Nigeria, giving employment to tens of thousands of Nigerian youths. [Nairametrics]
In 2019, Bet9ja committed more than N1 billion to take on the role of title sponsor of BBNaija, one of the most popular entertainment programmes in Nigeria. [BusinessDay]
Nigeria's 220 million+ residents includes a significant and growing young population, producing a globally competitive largest addressable target markets for sports betting. [BusinessDay]
The platform was reported as the second most visited site in Nigeria according to Google in 2019, above many Nigerian commercial sites. [Nairametrics]
Did You Know?
You may not know that Bet9ja was launched together with Ayo Ojuroye, who serves as CEO, while Soname takes on the position of company chairman?
The company started as an offline-only platform in Sagamu, before moving digital and nationally.
Remo Stars, which Soname established in 2004 under the name FC Dender, was moved from Lagos to Ogun State as a sign of the chairman's commitment to his hometown.
Bet9ja's YOHAIG promo code provides first-time bettors a sign-up bonus on their initial deposit, which makes it one of the most attractive sign-up offers available at present.
Soname became the first Nigerian national to hold a stake in a European football club when he bought a 70% stake in CD Feirense in 2015 through his company Tavistock Global Resource Limited.
Bet9ja works with data supplier Sportradar and casino content provider NetEnt to strengthen both its odds accuracy and virtual sports and casino content.
Kunle Soname also set up Beyond Limits Football Academy, a grassroots talent development programme designed to develop emerging football talent as a community project.
Whether you've been a Bet9ja customer or are hearing about Bet9ja for the first time, knowing the story behind this brand gives meaning to why the company has grown the dominant force it is in the market. New users can use the YOHAIG Bet9ja promo code for a first-deposit offer — check out a current Bet9ja promotion code page for full details.
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 ( March 2025)
