Bet9ja

Company Overview

The company was founded in 2013 by Ayodele Ojuroye and Kunle Soname, who from the outset focused on combining modern technology with a locally adapted player experience. Starting with a sportsbook offering, Bet9ja quickly expanded into other verticals, including online casino and virtual sports.

A key milestone in the company’s development was the launch of a modern online platform, integrated with a wide network of physical betting outlets connected to users’ online accounts.

By 2020, Bet9ja had become Nigeria’s third most visited website overall — behind only Google and YouTube — and the top-ranked local domain. This wasn’t a fluke. The brand tapped into everyday habits and preferences of Nigerian punters, offering mobile-first design, lightweight web versions, and locally tailored payment options.

CEO Ayodele Ojuroye continues to lead day-to-day operations, while Chairman Kunle Soname provides strategic oversight. Beyond Bet9ja, Soname also owns the Portuguese football club C.D. Feirense and the Nigerian domestic airline ValueJet.

Product Offering

Bet9ja’s portfolio is built around football betting, but its services now cover a wide range of iGaming verticals:

• Sports betting

• Live betting

• Casino

• Virtual sports

• Fantasy football

Unlike many online-first operators, Bet9ja has built a dual infrastructure. Its website and mobile apps serve millions of users, but the company also operates a nationwide agent network. These retail locations allow customers to place bets, fund their accounts with cash, and collect winnings — helping bridge the digital divide and expand its reach beyond urban centers.

This hybrid model has been critical to Bet9ja’s growth. It ensures accessibility, reinforces trust, and provides direct customer support in regions with limited internet access or low digital literacy.

Regulatory Compliance

Bet9ja operates under a license issued by the Lagos State Lotteries Board and holds additional authorizations from other Nigerian state regulators. Its legal status distinguishes it from many informal or unregulated betting businesses still active in the country.

The company adheres to local requirements for licensing, reporting, and operational conduct, making it one of the most established and compliant operators in Nigeria’s regulated betting market.

It also maintains basic measures for responsible gambling, including age verification and tools to help users manage their activity.

Marketing and Sponsorships

Bet9ja has invested strategically in mainstream visibility. In 2019, it became the headline sponsor of Big Brother Naija, one of the most-watched reality TV shows in Africa.

In 2022, Bet9ja became the official sponsor of the Nigeria Professional Football League. In addition, the brand runs small-scale community initiatives, often focused on youth sports and tech education.