How Kunle Soname Turned Bet9ja Into Nigeria's Top Brand
Kunle Soname: The Man Who Built Bet9ja From Scratch
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Few people know the face behind the green-and-white Bet9ja logo, but Kunle Soname's story from public service to multi-million-dollar bookmaker is a lesson in timing.
The green-and-white Bet9ja brand appears on football jerseys and national TV across Nigeria. The founder who created it, Kunle Soname, almost never chases the spotlight — yet his rise is one of the most compelling in Nigerian commerce.
Born in Ikenne-Remo, Ogun State, Soname completed his secondary education at Federal Government College Lagos before pursuing 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 two terms.
Soname's differentiator was not just the platform. He used his political background to understand mass audiences. Bet9ja grew quickly by pairing offline accessibility with digital convenience, a strategy which few other bookmakers could copy when it mattered most.
At present, Bet9ja generates an annual turnover of over $750 million, placing it as the continent's top-ranked sports betting operator. Soname's personal net worth now stands at over $100 million, with certain sources placing the figure as much as $500 million, though such figures are hard to pin down given his preference to keep finances undisclosed. For punters in Nigeria, this success story is meaningful because it is the reason behind the depth of product development that Bet9ja puts into its platform.
His business interests reach well beyond sports betting. By 2025, Remo Stars was crowned as Nigeria's NPFL champions, the first privately-run club to take the title. On the aviation side, ValueJet launched domestic operations in 2022 and quickly grown its fleet and network. The breadth of his investments speaks to a long-term strategy of building assets that serve everyday Nigerians.
Key Data About Bet9ja
Bet9ja generates more than $750 million in revenue per year, placing it the continent's biggest sports betting operator by revenue. [BusinessDay]
Nigeria's online gambling industry is projected to reach $3.63 billion by late 2025, making it one of the fastest-growing sports betting markets in Africa. [Grokipedia / SportRadar data]
The company maintains over 5,000 retail agents throughout Nigeria, giving employment to many thousands of workers. [Nairametrics]
Back in 2019, Bet9ja spent over N1 billion to become headline sponsor of BBNaija, one of the most watched entertainment programmes in sub-Saharan Africa. [BusinessDay]
Nigeria's population of citizens includes a large and increasing youth demographic, making for a globally competitive sizeable audiences for betting. [BusinessDay]
Bet9ja was ranked as Nigeria's second most popular website by Google at its peak, above most sites. [Nairametrics]
Did You Know?
You may not know that Bet9ja was established alongside Ayo Ojuroye, the executive is chief executive, while Soname takes on the role of company chairman?
The company launched as an physical platform in Sagamu, and only later going to the web and across Nigeria.
Soname's football club, which Soname established in 2004 under the name FC Dender, was rebranded and moved from Lagos to Soname's home state as a sign of the founder's pride in his roots.
The YOHAIG bonus code provides first-time bettors a sign-up bonus on their first deposit, which makes it a highly competitive welcome deals available at present.
The Bet9ja chairman became the first Nigerian national to hold a stake in a European football club when he bought a 70% stake in Clube Desportivo Feirense in 2015 through his company Tavistock Global Resource Limited.
The platform works with global data provider Sportradar and casino content provider NetEnt to deepen both its odds accuracy and virtual sports and casino content.
The Bet9ja chairman also founded the Beyond Limits Football Academy, a community initiative for young players aimed at develop youth talent as a community project.
Soname's rise is a reminder that knowing your audience and acting on instinct are enough to build a world-class business. Bettors looking to sign up to the platform can use the YOHAIG promotion code to unlock a sign-up bonus at sign-up. Head to a trusted Bet9ja promotion code page for the latest bonus offer 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)
