Sports
The Rise of Women in Nigeria’s Sports Betting Industry
In recent years, Nigeria’s sports betting industry has experienced exponential growth, becoming a multi-billion-dollar sector. However, like many tech and finance-related industries, it remains largely male-dominated.
In this article, SportsBoom explores the increasing participation and influence of women in this booming market, uncovering a narrative that’s rarely told but increasingly significant.
When looking at the ‘most valuable players’ in the Nigerian I-gaming industry, it’s largely impossible to overlook the renowned Olabimpe Akingba, who not only bagged the award for the most influential woman in gaming 2022 but remains on the list of the top 50 most influential women in i-gaming till date.
Even though she doesn’t view the i-gaming industry as an exception when it comes to male domination. Her mantra is ‘put in as much effort as my male counterparts and build a supportive ecosystem around my family.’ This outlook has contributed significantly to her empathetic leadership style.
The question is could the rise of women in sports betting potentially change the industry’s marketing strategies and target demographics? Akingba certainly thinks so.
She is confident that having more women in leadership positions in the i-gaming companies, would not only foster inclusion and diversity but could attract more female punters and customers. She also deems the general perception of women being emotionally- driven as an advantage that could enhance and promote responsible gaming.
Akingba is thrilled with the intentionality which has been displayed by betting operators in recent times when it comes to including more women in advertisements and the i-gaming workforce, as opposed to what was the case a decade ago.
The negative perception of i-gaming
Most African religions and cultures frown upon sports betting particularly the older generations or generation X who tend to view the industry through a ‘get rich quick scheme’ lens; generation Y appears to be more open-minded, while according to Akingba, generation Z views the i-gaming industry from an ‘entertainment perspective.’
She thinks a shift from the negative perception is possible if there is an increased awareness of the immense contribution which the industry makes to society:
”The regulators at the federal and state levels do a lot to promote societal causes with the tax remitted from the sports betting industry including security support and healthcare. If more light is shone upon gestures like this, it could significantly help reshape the negative perception,” Akingba told betting news site SportsBoom.com.
Speaking of impact, Akingba also thinks that if there is an inclusion of women in leadership roles in the i-gaming industry, it will have a profound effect on the nature of corporate social responsibility initiatives which i-gaming companies engage in:
“Having more women in leadership roles is crucial in terms of how it can translate to CSR, due to our natural wiring, we could push for causes that are more humane in nature and move towards causes that are not necessarily related to sports. The men are doing a great job, but if more women are given leadership roles, I think that’s where the shift will happen.”
The gift and curse of being a woman in the i-gaming industry
The i-gaming industry has been a significant vehicle for women’s empowerment through the employment of more women in the retail space to take up positions like agents and other roles in various sports betting companies.
Akingba is impressed with the level of inclusion of women being displayed by the industry in recent times, as opposed to what was the case a decade ago.
Being a part of the industry has also afforded her numerous opportunities like wearing the ambassadorial hat for the ‘Women in Gaming- the Africa Chapter’, which launched a few months ago and boasts of 350 female members. Akingba explains that the peculiar challenge of data in Nigeria does not allow for an accurate reflection of the number of women in the industry.
In spite of this, she insists that the significant level of female inclusion in the industry through employment, cannot be refuted.
Like numerous industries, the sports betting industry comes with its fair share of challenges, especially for women who go through monthly challenges and difficult choices at various stages of their lives.
Akingba recalls her first time as a mother, which was accompanied by health challenges that necessitated having to put in a request with her employer to work from home:
‘When I was pregnant, I worked with a brand that I had been with for a couple of years. After 3 years of working with them, I was allowed some time off due to a difficult pregnancy. I made 2 requests, an extension of my maternity leave and remote work, based on my doctor’s orders. Both requests were rejected, and I resigned.”
“That decision affected me negatively, I was delighted to have a child, but didn’t want to lose my job. I would’ve liked to have both, and I would have loved to have been extended more empathy. But, if you view it from a different perspective, the company is not running a charity organization. However, I don’t apologize for being a woman and I’m delighted that more companies are now open to remote work, post-COVID.”
Akingba also condemns work environments that enable sexual harassment and normalize sexual innuendos. She states that women who refuse such advances should have their decisions respected and not have to walk on eggshells when they are around bosses who might choose to make the work environment hostile after such advances are rejected.
The future of women in the sports betting industry
When it comes to the alignment of the i-gaming industry to support women’s sports locally and globally, Akingba thinks that the same intentionality which i-gaming operators put into male sports needs to be channelled in the direction of female sports even if male sports tend to be more popular with their customers.
Akingba is hopeful that the next decade will usher in more women in leadership positions in the i-gaming industry, which would significantly place women in strategic positions to be decision-makers. This gesture will boost inclusivity and boost the growth of the industry, as opposed to deterring it. She also foresees a rapid improvement in technology which would translate to more innovative products and tools.
Conclusion
The dice have been rolled, and women are changing the game in Nigeria’s sports betting industry. From reshaping corporate cultures to championing responsible gaming, trailblazers like Olabimpe Akingba are not just playing the odds – they’re rewriting them.
As the industry evolves, it’s clear that diversity isn’t just a winning ticket; it’s the jackpot that could propel Nigerian sports betting into a more inclusive, innovative future. In this high-stakes arena, women aren’t just placing bets; they’re raising the bar, proving that when it comes to success in I-gaming, gender equality is the safest bet of all.
By Adedapo Adesanya
The Super Falcons of Nigeria have been drawn in Group C with Egypt, Zambia and Malawi for the defence of their Women’s’ Africa Cup of Nations (WAFCON) title in March, which will be hosted again in Morocco.
Last year, the Nigerian team won the record 10th tournament after defeating the host nation, Morocco, 3-2 in a spectacular final after going down 2-0.
The 2026 edition will be played in Morocco from March 17-April 3, eight months after the last tournament.
The last edition slated for 2024 was postponed by a year for logistical reasons as the Confederation of African Football (CAF) could not get interested hosts.
The next edition which will be the 14th edition and Nigeria will be hoping to win the women’s tournament for the 11th time.
Nigeria’s dominance is only rivalled by Equatorial Guinea which won as hosts of the 2008 and 2012 editions. South Africa won the 2022 edition to become the third African nation to ever win the tournament.
The next edition carries added importance because it serves as qualifying for next year’s Women’s World Cup, with the top four finishers taking up Africa’s slots in the global tournament to be hosted by Brazil.
GROUPS
Group A (Rabat Moulay Hassan Stadium): Morocco, Algeria, Senegal, Kenya,
Group B (Rabat Al Madina Stadium): South Africa, Ivory Coast, Burkina Faso, Tanzania
Group C (Casablanca): Nigeria, Zambia, Egypt, Malawi
Group D (Fes): Ghana, Cameroon, Mali, Cape Verde.
By Adedapo Adesanya
The Chairman of BUA Group, Mr Abdul Samad Rabiu, has reaffirmed his commitment to reward the Super Eagles with the promised $500,000 despite losing the semi-final match against Morocco in the ongoing Africa Cup of Nations (AFCON) on Wednesday night.
The Nigerian senior national football team lost the tie against Morocco 4-2 on penalties after both sides failed to break the deadlock after 120 minutes.
In a post on his official Instagram on Thursday, the billionaire industrialist commended the football team for their determination and unity throughout the competition.
Mr Rabiu said the players displayed admirable grit and commitment on the field, adding that although the trophy eluded them, their performance inspired pride and admiration among Nigerians at home and abroad.
“To our brave Super Eagles, You fought with your hearts, gave your all, and showed true courage and determination on the pitch. Though it wasn’t meant to be this time, you have made every Nigerian proud.
“Sometimes, even our best efforts don’t bring the outcome we hope for, but the spirit, passion, and unity you displayed are what truly matter. You left everything on the field, and that is worthy of celebration.
“As a token of appreciation for your remarkable journey and effort, I am still going ahead to fulfill the pledge of $500,000. This is in recognition of your hard work, dedication, and the joy you have brought to our nation.
“Keep your heads high, Super Eagles – the experience, lessons, and spirit will fuel even greater success next time. Nigeria will always be proud of you, and we believe in your future victories!” the statement read.
Nigeria failed to advance to the final of the 2025 AFCON yesterday after losing to Morocco’s Atlas Lions in a tense penalty shootout, a result that sent the North African side through to the final.
Moroccan goalkeeper, Yacine Bounou saved kicks from both Samuel Chukwueze and Bruno Onyemaechi, allowing Youssef En-Nesyri to convert the winning kick and spark wild celebrations inside the Prince Moulay Abdellah Stadium in Rabat.
Nigeria will play Egypt in the bronze medal match on Sunday, January 18 while Morocco will face 2021 winners, Senegal for the chance to win the trophy for the first time in 50 years.
Midweek football delivers decisive moments across three competitions as the Carabao Cup reaches the semi-final in England, Serie A’s title contenders play their games in hand, and the Africa Cup of Nations narrows down to its final two. Fans can follow every fixture live on SuperSport across DStv and GOtv.
Carabao Cup: Semi-Final Second Legs Decide Wembley Places
The Carabao Cup semi-finals conclude with two heavyweight fixtures as clubs push for a place in the final at Wembley.
On Tuesday at 9:00 p.m., Newcastle host Man City at St James’ Park. Newcastle enter the second leg as defending Carabao Cup champions and come into the tie in strong domestic form, having recorded three straight league wins and progressed in the FA Cup after a penalty shootout victory over Bournemouth.
City arrive after a heavy FA Cup win against Exeter City but are still searching for consistency in the league following a run of draws. Both sides have navigated the competition efficiently so far, setting up a finely balanced contest.
Wednesday’s second semi-final sees Chelsea host Arsenal at 9:00 p.m. Chelsea begin the second leg under new manager Liam Rosenior after a convincing FA Cup victory over Charlton, though league form has been less consistent following a recent defeat to Fulham.
Arsenal, meanwhile, arrive as Premier League leaders and remain active in all major competitions this season. Their FA Cup win over Portsmouth maintained momentum as they look to secure a return to Wembley.
Both Carabao Cup semi-final matches air live on SS Premier League (GOtv Ch. 65, DStv Ch. 203).
Serie A: Games in Hand Shape the Title Race
Serie A’s midweek programme features three fixtures involving clubs playing their game in hand, with implications at both ends of the table.
On Wednesday at 6:30 p.m., Napoli host Parma. Napoli were held to a draw by Inter Milan in their previous outing and sit fourth, level on points with Juventus. With other contenders also in action, a win could lift them further up the standings. Parma arrive after a narrow victory over Lecce and continue to look upward from mid-table.
Later on Wednesday at 8:45 p.m., leaders Inter Milan face Lecce at the San Siro. Inter saw their winning run halted by Napoli but remain three points clear at the top. Lecce arrive having suffered consecutive defeats and will be aiming to secure a positive result in a difficult away fixture.
Thursday’s action concludes at 8:45 p.m. as AC Milan travel to face Como. Milan sit second but have been held to back-to-back draws and will be seeking a return to winning form. Como, coached by Cesc Fàbregas, have impressed this season and sit sixth, boasting one of the league’s strongest defensive records.
All Serie A fixtures are broadcast live on SS Africa 2 (GOtv Ch. 64, DStv Ch. 208).
AFCON 2025: Semi-Finals Decide Finalists
The Africa Cup of Nations reaches its penultimate stage with two semi-final clashes scheduled for Wednesday.
Senegal face Egypt at 6:00 p.m. in Tangier in a renewal of a recent AFCON rivalry. Senegal, winners of the 2021 edition, have progressed with control and balance, while Egypt have relied on resilience and decisive moments in the knockout rounds. The matchup once again brings together key figures from both sides as a place in the final is at stake.
Later at 9:00 p.m., Nigeria meet hosts Morocco in Rabat. Nigeria advanced after a disciplined quarter-final performance, while Morocco continue to combine defensive organisation with efficiency in attack. With home support behind them, Morocco face a Nigerian side that has shown attacking consistency throughout the tournament.
Both AFCON semi-finals air live on SS AFCON (GOtv Ch. 59, DStv Ch. 202).
-
Feature/OPED6 years agoDavos was Different this year
-
Travel/Tourism9 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz3 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking8 years agoSort Codes of GTBank Branches in Nigeria
-
Economy3 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking3 years agoFirst Bank Announces Planned Downtime
-
Banking3 years agoSort Codes of UBA Branches in Nigeria
-
Sports3 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn