Kunle Soname: The Man Who Built Bet9ja From Scratch
Bet9ja Founder Kunle Soname's Billion-Dollar Journey
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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 leads Nigeria's sports betting market.
The green-and-white Bet9ja logo can be seen on viewing centres and prime-time television across Nigeria. The chairman who created it, Kunle Soname, rarely courts publicity — yet his journey ranks among the most impressive in Nigerian commerce.
A native of Ikenne-Remo, Ogun State, Soname completed his secondary education at Federal Government College in Lagos before completing 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, taking on the role of Executive Chairman of Ikosi-Isheri Local Council in Lagos State for the period 2003 to 2011.
His differentiator went beyond the technology. He used his political background to understand everyday Nigerians. Bet9ja expanded fast by mixing offline accessibility with digital access, a formula that almost no competitors matched at the time.
Now, Bet9ja reports an annual turnover of over $750 million, placing it as the continent's biggest sports betting platform. Soname's personal net worth is now estimated at more than $100 million, with certain sources suggesting a figure as much as $500 million, although these numbers are difficult to pin down given his preference to keep business details undisclosed. For punters in Nigeria, this success story is relevant because it explains the scale of product development that keeps flowing into improving the experience.
Soname's entrepreneurial drive reach well beyond Bet9ja. In 2025, Remo Stars became Nigeria's NPFL title-winners, the first privately-run side to win the league. On the aviation side, ValueJet launched commercial operations in 2022 and has since grown its fleet and network. The range of these businesses reflects a clear approach to investing in sectors that touch the Nigerian market.
Fast Facts Bet9ja
Bet9ja reports over $750 million in revenue per year, placing it Africa's biggest online betting brand by revenue. [BusinessDay]
The Nigerian sports betting industry is expected to exceed $3.63 billion by end-2025, making it one of the fastest-growing sports betting markets on the continent. [Grokipedia / SportRadar data]
Bet9ja runs more than 5,000 agents across Nigeria, providing livelihoods to many thousands of Nigerian youths. [Nairametrics]
In 2019, Bet9ja invested above one billion naira to take on the role of headline sponsor of Big Brother Naija, a programme widely considered the highest-rated TV shows in sub-Saharan Africa. [BusinessDay]
The country's 220 million+ citizens includes a large and expanding young population, making for a globally competitive largest addressable audiences for betting. [BusinessDay]
Bet9ja's website was identified as the second most visited site in Nigeria according to Google at its peak, ahead of many Nigerian media and entertainment platforms. [Nairametrics]
Bet9ja: Did You Know?
Did you know that the platform was launched alongside Ayo Ojuroye, the executive is chief executive officer, while Soname occupies the role of company chairman?
The company began as an agent-based business in Sagamu, Ogun State, before going digital and nationally.
Remo Stars F.C., which Soname established in 2004 with the name FC Dender, was rebranded and moved from Lagos to Ikenne, Ogun State to reflect the founder's pride in his roots.
Bet9ja's YOHAIG promotion code provides newly registered members a welcome bonus on their initial deposit, which makes it one of the most attractive sign-up offers available at present.
The Bet9ja chairman became the first to hold a stake in a top-tier European football side when he acquired a 70% stake in the Portuguese second-division side Feirense in 2015 via his company Tavistock Global Resource Limited.
The platform partnered with Sportradar and casino content provider NetEnt to deepen both data quality and virtual sports and casino content.
Kunle Soname has also established Beyond Limits Football Academy, a youth-focused initiative for young players aimed at invest in emerging football talent beyond commercial interests.
The Bet9ja chairman's journey is a reminder that knowing your audience and acting on instinct can build a world-class business. Nigerian sports fans looking to get started on Bet9ja may want to enter the YOHAIG bonus code to unlock a sign-up bonus when they register. Visit a trusted Bet9ja promotion code page for current bonus offer 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)
