From Politics To Bet9ja: The Kunle Soname Story
How Bet9ja's Kunle Soname Built a Billion-Dollar Empire
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Few people can name the man behind the green-and-white Bet9ja logo, but Kunle Soname's path from political office to multi-million-dollar bookmaker is one to know.
Bet9ja remains the country's best-known sports betting brand, but the entrepreneur behind it seldom makes headlines. Kunle Soname, co-founder and chairman of Bet9ja, grew the company from a single offline outlet in Ogun State into a multi-billion-naira enterprise.
Soname's background was far from a straight line. He earned degrees in Estate Management, Political Science, and eventually completed an MBA before moving into local government. He held the position as Executive Chairman of Ikosi-Isheri Local Council between 2003 and 2011, giving him firsthand knowledge in public administration that turned out to be critical in business.
After Soname established Bet9ja in September 2013, he took a calculated decision to begin with physical agents rather than launch purely online. By recruiting agents across Ogun State and opening offline shops for local football fans, he built a dedicated following before expanding nationally. The platform then introduced competitive odds, virtual games, and an easy-to-use app to pull in new customers across the country.
Now, Bet9ja records an annual turnover of around $750 million, making it the continent's biggest sports betting platform. Soname's estimated net worth now stands at more than $100 million, with some estimates putting it as much as $500 million, although such figures are hard to pin down given Soname's preference to keep wealth private. For Nigerian bettors, the journey matters because it explains the depth of resources that Bet9ja puts into improving the experience.
Beyond Bet9ja, Soname has assembled a multi-sector business empire. He chairs Remo Stars F.C., a NPFL side based in Ikenne, Ogun State, the club that won the NPFL championship in 2025 making it the first private side to do so. He additionally took a stake in CD Feirense in 2015, making him the first Nigerian national to own a European football club. Soname's businesses also span the aviation sector via ValueJet, banking through a co-founding stake in Optimus Bank, ceramics manufacturing through Ceramco Trading, and farming via Kuker Farms in Ogun State.
Bet9ja In Numbers
The platform generates more than $750 million in annual turnover, making it the continent's largest sports betting operator by revenue. [BusinessDay]
The Nigerian sports betting market is forecast to hit $3.63 billion by the end of 2025, cementing it as one of the fastest-growing betting markets in Africa. [Grokipedia / SportRadar data]
The company runs more than 5,000 agents throughout Nigeria, giving to tens of thousands of workers. [Nairametrics]
In 2019, Bet9ja spent over N1 billion to secure its place as title sponsor of Big Brother Naija, a programme widely considered the most popular television events in sub-Saharan Africa. [BusinessDay]
The country's population of citizens includes a substantial and expanding base of young consumers, producing an exceptionally sizeable audiences for betting. [BusinessDay]
Bet9ja's website was ranked as Nigeria's second most visited website by Google in 2019, ahead of most major news websites. [Nairametrics]
Did You Know?
Did you know that Bet9ja was established together with Ayo Ojuroye, the executive currently holds the role of chief executive officer, while Soname holds the position of company chairman?
The company began as an agent-based operation in Ogun State, and only later moving digital and nationally.
Soname's football club, the club that Soname set up in 2004 as the name FC Dender, relocated from Lagos to Soname's home state as an expression of the founder's commitment to his hometown.
The YOHAIG promo code provides newly registered members a sign-up bonus on their opening deposit, making it a highly competitive registration bonuses available at present.
Soname became the first Nigerian national to hold a stake in a European football club when he acquired a 70% stake in Clube Desportivo Feirense in 2015 via his company Tavistock Global Resource Limited.
Bet9ja partnered with global data provider Sportradar and casino content provider NetEnt to strengthen both data quality and virtual sports and casino content.
Kunle Soname has also established BLFA, a grassroots football development initiative aimed at develop emerging football talent beyond commercial interests.
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 should use the YOHAIG promo code to unlock a sign-up bonus when they register. Visit a trusted Bet9ja promotion code page for the latest promotion details before you register.
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)
