Bet9ja Founder Kunle Soname's Billion-Dollar Journey
How Bet9ja's Kunle Soname Built a Billion-Dollar Empire
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Kunle Soname left a promising political career to build Bet9ja, and the gamble paid off in a big way — his platform now tops Nigeria's sports betting market.
You almost certainly recognise the Bet9ja name, but far fewer people know who created it. Kunle Soname, a publicity-shy entrepreneur from Ikenne in Ogun State, co-founded Bet9ja in 2013 and built it into Nigeria's leading sports betting brand.
Born in Ikenne-Remo, Ogun State, Soname attended Federal Government College in Lagos before going on to a degree in Estate Management at Obafemi Awolowo University. He also completed a Political Science degree from Lagos State University and an MBA in Marketing Management in 1996. He ventured into politics in 2003, taking on the role of Executive Chairman of Ikosi-Isheri Local Council in Lagos State for the period 2003 to 2011.
Soname's competitive advantage was more than the product. He used his to connect with mass audiences. Bet9ja grew quickly by combining on-the-ground presence with mobile access, an approach that almost no other bookmakers matched when it mattered most.
The platform's growth created real knock-on benefits for Nigerian bettors. His continued commitment in platform upgrades, physical locations, and sponsorship deals has produced one of the most comprehensive sportsbook offerings accessible in West Africa. Bet9ja now integrates bank payment channels, so depositing and withdrawing simple and quick.
His ambitions extend far beyond sports betting. In 2025, Remo Stars became Nigeria's NPFL title-winners, marking the first time privately-run side to win the league. In aviation, ValueJet started domestic flights in 2022 and quickly grown its fleet and network. The breadth of his investments reflects a consistent approach to targeting industries relevant to the Nigerian consumer.
Fast Facts Nigerian Sports Betting
Bet9ja reports more than $750 million in yearly revenue, placing it the continent's largest sports betting operator by revenue. [BusinessDay]
Nigeria's sports betting sector is projected to reach $3.63 billion by end-2025, ranking it as the fastest-growing gambling markets globally. [Grokipedia / SportRadar data]
The company maintains over 5,000 licensed agents throughout Nigeria, providing employment to many thousands of young Nigerians. [Nairametrics]
In 2019, Bet9ja spent over N1 billion to take on the role of headline sponsor of Big Brother Naija, which ranks as the highest-rated television events in sub-Saharan Africa. [BusinessDay]
The country's 220 million+ people includes a significant and expanding young population, producing a globally competitive largest addressable markets for online betting. [BusinessDay]
Bet9ja's website was reported as Nigeria's second most visited website by Google at its peak, above most local media and entertainment sites. [Nairametrics]
Did You Know?
You may not know that the platform was established by Ayo Ojuroye, the executive serves as chief executive officer, while Soname occupies the position of chairman?
The company began as an agent-based operation in Sagamu, before going online and nationally.
Soname's football club, the club that Soname established in 2004 as the name FC Dender, was moved from Lagos to Ikenne, Ogun State to reflect the chairman's pride in his roots.
The YOHAIG bonus code provides first-time bettors a sign-up bonus on the initial deposit, which makes it a highly competitive sign-up offers in Nigeria at present.
Soname became the first person from Nigeria to hold a stake in a club in Europe when he bought a 70% share of CD Feirense in 2015 through his company Tavistock Global Resource Limited.
Bet9ja partnered with global data provider Sportradar and NetEnt to strengthen both its odds accuracy and the breadth of its gaming content.
The Bet9ja chairman also set up the Beyond Limits Football Academy, a grassroots football development initiative set up to identify and support emerging football talent as a social intervention.
Whether you're a long-time Bet9ja member or are just now hearing about the platform for the first time, understanding the vision behind Bet9ja adds context to why Bet9ja has become so quickly across the country. New users can use the YOHAIG promo code to claim a sign-up bonus — check out bet9japromotioncode.com.ng for updated offer terms.
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)
