How Bet9ja's Kunle Soname Built A Billion-Dollar Empire
Bet9ja Founder Kunle Soname's Billion-Dollar Journey
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The story of how a local government chairman from Ogun State became the founder of Nigeria's largest sports betting company is one of the most impressive in African business.
You almost certainly recognise the Bet9ja name, but far fewer people know who built it. Kunle Soname, a publicity-shy businessman from Ikenne in Ogun State, established Bet9ja in 2013 and grew it into Nigeria's leading sports betting company.
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 earned a Political Science degree from Lagos State University and an MBA in Marketing Management in 1996. He moved into politics in 2003, becoming Executive Chairman of Ikosi-Isheri Local Council in Lagos State for two terms.
After Soname launched Bet9ja in September 2013, he made a deliberate choice to start offline rather than start purely online. By recruiting agents across Ogun State and opening offline betting shops for community football fans, he grew a dedicated following before rolling out nationally. The platform eventually rolled out an improved odds offering, virtual sports, and an easy-to-use user experience to win over new users across the country.
Today, Bet9ja reports yearly revenue of around $750 million, making it Africa's top-ranked sports betting brand. Soname's personal net worth is now estimated at over $100 million, with certain sources placing the figure as much as $500 million, though the higher end is tough to confirm given Soname's preference to keep wealth out of the public eye. For Nigerian bettors, this success story is relevant because it is the reason behind the depth of resources that keeps flowing into its .
Beyond Bet9ja, Soname has grown a multi-sector set of ventures. He chairs Remo Stars F.C., a Nigerian Premier League football club located in Ikenne, Ogun State, the club that won the NPFL championship in 2025 making it the first private side to do so. He also acquired CD Feirense in 2015, becoming the first Nigerian to own a European football club. His ventures also cover aviation via ValueJet, banking through a co-founding stake in Optimus Bank, ceramics manufacturing via Ceramco Trading, and farming through Kuker Farms based in Abeokuta.
The Numbers Behind Bet9ja
The platform reports more than $750 million in annual turnover, ranking it Africa's largest online betting brand by turnover. [BusinessDay]
The Nigerian online gambling industry is forecast to hit $3.63 billion by end-2025, cementing it as the fastest-growing gambling markets globally. [Grokipedia / SportRadar data]
Bet9ja maintains a network of 5,000 agents throughout Nigeria, giving livelihoods to an estimated 10,000+ of young Nigerians. [Nairametrics]
In 2019, Bet9ja committed above one billion naira to secure its place as main sponsor of Big Brother Naija, a programme widely considered the highest-rated entertainment programmes in Nigeria. [BusinessDay]
The country's 220 million+ residents includes a large and growing base of young consumers, creating an exceptionally sizeable target markets for sports betting. [BusinessDay]
Bet9ja's website was ranked as Nigeria's second most visited website by Google at the time of measurement, outranking most major commercial platforms. [Nairametrics]
Bet9ja: Facts Worth Knowing
Did you know that Bet9ja was established together with Ayo Ojuroye, who is chief executive officer, while Soname holds the position of chairman?
The company launched as an physical business in Sagamu, Ogun State, prior to going to the web and across Nigeria.
Remo Stars F.C., the club that Soname established in 2004 as the name FC Dender, was moved from Lagos to Ikenne, Ogun State as a sign of the chairman's pride in his roots.
The YOHAIG promotion code gives newly registered members a sign-up bonus on the initial deposit, which makes it among the best-value welcome deals in Nigeria today.
He became the first Nigerian to acquire a top-tier European football side when he acquired a 70% ownership in the Portuguese second-division side Feirense in 2015 through his company Tavistock Global Resource Limited.
Bet9ja partnered with data supplier Sportradar and NetEnt to deepen both its odds accuracy and its casino and virtual games catalogue.
Kunle Soname also set up the Beyond Limits Football Academy, a community talent development programme designed to identify and support emerging football talent as a social intervention.
Kunle Soname's rise is proof that knowing your audience and acting on instinct can build something extraordinary. Nigerian sports fans looking to get started on Bet9ja can use the YOHAIG bonus code to unlock a sign-up bonus at sign-up. Check the latest Bet9ja promo code listing for current 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)
