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 dominates Nigeria's sports betting market.
Bet9ja is the country's leading sports betting brand, but the man behind it rarely makes headlines. Kunle Soname, co-founder and chairman of Bet9ja, grew the company from a modest offline operation in Ogun State into a $750 million-turnover business.
Originally from Ikenne-Remo, Ogun State, Soname completed his secondary education at Federal Government College in Lagos before going on to a degree in Estate Management at Obafemi Awolowo University. He later obtained a Political Science degree from Lagos State and an MBA in Marketing Management in 1996. Soname entered 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 not just the platform. He used his political background to connect with the general public. Bet9ja scaled rapidly by combining on-the-ground presence with digital ease, a strategy which few rivals could copy at the time.
The platform's growth delivered real knock-on benefits for punters. His significant spending in product development, agent networks, and brand partnerships has created a comprehensive betting experiences available in Nigeria. The platform integrates all major Nigerian bank payment options, so moving money straightforward.
Soname's ambitions reach well beyond sports betting. By 2025, Remo Stars was crowned as Nigeria's NPFL title-winners, marking the first time privately-run side to claim the championship. In aviation, ValueJet began domestic flights in 2022 and has since grown to more routes. The breadth of these businesses speaks to a long-term approach to building assets that serve the Nigerian consumer.
Nigerian Betting By the Numbers
Bet9ja records over $750 million in revenue per year, ranking it Africa's leading sports betting platform by turnover. [BusinessDay]
Nigeria's sports betting market is forecast to hit $3.63 billion by end-2025, ranking it as one of the fastest-growing gambling markets globally. [Grokipedia / SportRadar data]
The company operates over 5,000 licensed agents spread across Nigeria, offering livelihoods to tens of thousands of Nigerian youths. [Nairametrics]
In 2019, Bet9ja spent over N1 billion to take on the role of headline sponsor of Big Brother Naija, which ranks as the most popular entertainment programmes in West Africa. [BusinessDay]
The country's 220 million+ citizens includes a significant and growing youth demographic, creating an exceptionally sizeable target markets for sports betting. [BusinessDay]
Bet9ja was reported as Nigeria's second most popular website according to Google in 2019, outranking most local commercial platforms. [Nairametrics]
Bet9ja: Facts Worth Knowing
Did you know that Bet9ja was co-founded by Ayo Ojuroye, the executive is chief executive, while Soname takes on the position of chairman?
Bet9ja began as an agent-based platform in Sagamu, Ogun State, before moving digital and across Nigeria.
Remo Stars F.C., which Soname set up in 2004 with the name FC Dender, was rebranded and moved from Lagos to Ikenne, Ogun State as a sign of the founder's pride in his roots.
The YOHAIG promotion code provides newly registered members an opening bonus on the opening deposit, so it is a highly competitive welcome deals in Nigeria today.
He became the first Nigerian national to hold a stake in a top-tier European football side when he bought a 70% stake in Clube Desportivo Feirense in 2015 via his company Tavistock Global Resource Limited.
The platform signed a deal with Sportradar and NetEnt to strengthen both its odds accuracy and virtual sports and casino content.
Kunle Soname also set up BLFA, a community football development initiative set up to develop youth talent as a social intervention.
Whether you are a long-time Bet9ja member or are just now hearing about Bet9ja for the first time, understanding the vision behind this brand gives meaning to why the company has grown so quickly across the country. First-time bettors can enter the YOHAIG Bet9ja promo code for a welcome bonus — check out a current Bet9ja promotion code page to see the current offer.
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)
