Kunle Soname: The Man Who Built Bet9ja From Scratch

From Politics to Bet9ja: The Kunle Soname Story














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The story of how a local government chairman from Ogun State became the founder of Nigeria's biggest sports betting company is one of the most impressive in African business.






Bet9ja has become Nigeria's most recognised sports betting brand, but the person behind it seldom makes headlines. Kunle Soname, chairman and of Bet9ja, built the business from a single offline operation in Ogun State into a nationally dominant company.




Soname's background was far from a simple route. He studied Estate Management, Political Science, and later finished an MBA before entering local politics. He served as Executive Chairman of Ikosi-Isheri Local Council for eight years, earning him real-world exposure in mobilising people that proved valuable in business.




His competitive advantage was not just the product. He drew on political skills to understand everyday Nigerians. Bet9ja scaled rapidly by combining physical agent networks with online convenience, a strategy that few rivals managed to replicate at the time.




The platform's growth delivered practical advantages for users. His continued commitment in product development, retail outlets, and sponsorship deals has produced one of the most feature-rich betting experiences accessible on the continent. It integrates all major Nigerian bank payment options, making depositing and withdrawing straightforward.




Soname's ambitions extend far beyond Bet9ja. By 2025, Remo Stars was confirmed as Nigeria's NPFL title-winners, marking the first time privately-owned club to claim the championship. In aviation, ValueJet started domestic flights in 2022 and quickly expanded to more routes. The breadth of his investments speaks to a long-term approach to building assets that serve the Nigerian consumer.




Fast Facts Nigerian Sports Betting

The platform generates over $750 million in annual turnover, placing it the continent's largest online betting operator by turnover. [BusinessDay]
Nigeria's online gambling industry is projected to reach $3.63 billion by the end of 2025, making it a top-performing gambling markets globally. [Grokipedia / SportRadar data]
The company operates a network of 5,000 licensed agents throughout Nigeria, giving employment to tens of thousands of Nigerian youths. [Nairametrics]
Back in 2019, Bet9ja spent more than N1 billion to become headline sponsor of the Big Brother Naija reality TV show, which ranks as the most popular television events in West Africa. [BusinessDay]
Nigeria's over 220 million people includes a significant and expanding youth demographic, producing one of the world's sizeable audiences for betting. [BusinessDay]
Bet9ja's website was identified as Nigeria's second most visited website according to Google at the time of measurement, ahead of most local commercial platforms. [Nairametrics]





Bet9ja: Facts Worth Knowing

Did you know that Bet9ja was launched alongside Ayo Ojuroye, who serves as chief executive officer, while Soname holds the position of company chairman?
The company launched as an agent-based business in Sagamu, Ogun State, and only later expanding digital and to other states.
Soname's football club, the club that Soname set up in 2004 under the name FC Dender, was moved from Lagos to Soname's home state as a sign of the founder's attachment to Ikenne.
Bet9ja's YOHAIG promo code offers first-time bettors a welcome bonus on the initial deposit, so it is a highly competitive registration bonuses in Nigeria right now.
The Bet9ja chairman became the first Nigerian to own a club in Europe when he bought a 70% share of CD Feirense in 2015 via his company Tavistock Global Resource Limited.
Bet9ja partnered with global data provider Sportradar and NetEnt to enhance both its odds accuracy and the breadth of its gaming content.
The Bet9ja chairman also founded Beyond Limits Football Academy, a grassroots initiative for young players aimed at invest in young Nigerian footballers beyond commercial interests.





Kunle Soname's rise is a clear example that knowing your audience and acting on instinct can build a world-class business. Punters who want to get started on Bet9ja may want to enter the YOHAIG promotion code to unlock a sign-up bonus on their first deposit. Head to a trusted Bet9ja promotion code page for current promotion details 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)