From Politics To Bet9ja: The Kunle Soname Story
Kunle Soname: The Man Who Built Bet9ja From Scratch
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Few people can name the man behind the green-and-white Bet9ja logo, but Kunle Soname's story from political office to multi-million-dollar bookmaker is a lesson in timing.
Bet9ja is the country's leading sports betting brand, but the entrepreneur behind it almost never makes . Kunle Soname, co-founder and chairman of Bet9ja, grew the business from a single offline operation in Ogun State into a $750 million-turnover business.
Soname's academic path was far from a straight line. He earned degrees in Estate Management, Political Science, and later finished an MBA before getting into local government. Soname served as Executive Chairman of Ikosi-Isheri Local Council for eight years, giving him real-world exposure in managing large organisations that proved valuable in business.
His edge was not just the product. He used his political background to connect with the general public. Bet9ja grew quickly by mixing on-the-ground presence with online ease, a formula that few rivals managed to replicate in those early years.
The platform's dominance created real knock-on benefits for punters. Soname's significant spending in product development, agent networks, and brand partnerships has created a well-rounded platforms accessible in West Africa. Bet9ja now integrates bank payment channels, making depositing and withdrawing simple and quick.
Soname's ambitions extend far beyond Bet9ja. In 2025, Remo Stars became the NPFL champions, the first privately-run club to win the league. On the aviation side, ValueJet launched commercial operations in 2022 and quickly grown routes and capacity. The breadth of his investments shows a clear approach to targeting industries relevant to the Nigerian market.
Key Data On Bet9ja
Bet9ja generates more than $750 million in yearly revenue, placing it the continent's leading sports betting brand by turnover. [BusinessDay]
The Nigerian sports betting sector is forecast to hit $3.63 billion by the end of 2025, ranking it as one of the fastest-growing gambling markets globally. [Grokipedia / SportRadar data]
Bet9ja maintains more than 5,000 agents across Nigeria, providing livelihoods to an estimated 10,000+ of workers. [Nairametrics]
In 2019, Bet9ja spent above one billion naira to become title sponsor of Big Brother Naija, a programme widely considered the highest-rated television events in West Africa. [BusinessDay]
The country's 220 million+ citizens includes a significant and growing base of young consumers, creating one of the world's largest addressable target markets for sports betting. [BusinessDay]
Bet9ja's website was reported as Nigeria's second most popular website by Google at its peak, outranking most local media and entertainment websites. [Nairametrics]
Interesting Things About Bet9ja
Did you know that Bet9ja was established alongside Ayo Ojuroye, the executive currently holds the role of CEO, while Soname occupies the role of chairman?
Bet9ja launched as an physical business in Sagamu, before moving digital and across Nigeria.
Soname's football club, the club that Soname established in 2004 as the name FC Dender, was moved from Lagos to Ikenne, Ogun State as an expression of the chairman's commitment to his hometown.
Bet9ja's YOHAIG promo code gives first-time bettors a sign-up bonus on their initial deposit, so it is among the best-value welcome deals on the market today.
The Bet9ja chairman became the first Nigerian to own a club in Europe when he bought a 70% stake in CD Feirense in 2015 via his company Tavistock Global Resource Limited.
The platform signed a deal with global data provider Sportradar and NetEnt to enhance both data quality and the breadth of its gaming content.
Kunle Soname also set up the Beyond Limits Football Academy, a grassroots initiative for young players designed to invest in emerging football talent as a social intervention.
The Bet9ja chairman's rise is a reminder that knowing your audience and acting on instinct are enough to build something extraordinary. Punters keen to join Bet9ja can use the YOHAIG promo code to unlock a sign-up bonus when they register. Head to a trusted Bet9ja promotion code page for the latest welcome deal 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)
