We know that the English premier league has changed the betting landscape in Africa, but how?
The African betting industry is ever-growing, thanks to resources that enable it like a large youthful population, enhanced internet penetration, and access to internet-powered devices by citizens.
The sports betting sector in Africa continues to grow into a lucrative industry, leveraging heavily on Africa’s football culture and their passion for betting for football.
Some of the major leagues like the English Premier League have millions of fans across countries in Africa, who they entertain and provide with the opportunity to earn money doing what they love.
The English Premier League is rooted deeply in Africa’s betting landscape, emerging at a time when people barely knew what this league was about. Most bettors have dated memories of buying football memorabilia of their favourite club. With their earliest introduction to the Premier League being clubs like Arsenal, Chelsea, and Manchester United.
In this article, we focus on the English premier league and how it changed the betting landscape in Africa. While highlighting the factors that are influencing changes in the way Africans interact with this league. We look at the chain reaction it started and what prompted it.
Sports Betting Statistics In Africa
If there is one thing youths in Africa have in common, it is their affinity for betting on mobile devices as a pastime or a means of generating income for themselves.
To understand fully how involved African youths are in sports betting, we have gathered some statistics taken from youngsters in Nigeria, Uganda, Kenya, Tanzania, South Africa, and Ghana.
Here’s everything we found:
- Kenya leads the list for most bets placed by Africans – Kenya led with 83.90%, Nigeria with 78% and South Africa with 74%.
- Kenyans had the highest percentage of people betting several times daily – 34% for Kenyans, 31% for Tanzania, and 30% for Nigeria.
- All the participating African countries, except South Africa, bet on football the most – Tanzania-led (63.21%), Kenya (54.52%), Ghana (60.55%), Uganda (58.73%), Nigeria (47.77%), and South Africa (29.21%).
- 80% of African bettors spend below $5 on bets – Nigeria had the highest average spend on betting, followed by Kenya and South Africa.
(See the full statistics here – GeoPoll.)
Why Is The English Premier League Betting Thriving In Africa?
The English premier league has managed to pull unto itself millions of fans across Africa, but why is it thriving so well and garnering engagement?
Football betting has been in Africa for over 7 decades since it became popular here. Throughout this time this industry has made some impressive numbers proving its growth.
Dedicated fans like Nigeria, South Africa, and Kenya, made a combined revenue of $40 billion in 2018. And the South African betting industry was predicted to reach $460 million by the end of 2019.
From the past, even now, betting in Africa continues to expand across the continents, and not much has changed in this landscape from 2018-2022.
Africans today still use offshore sites to place bets. These offshore sites are the same ones bettors in the UK or Australia use, however foreign operators have taken an interest in local establishments. Online bookmakers have spread across the continent and continue to expand.
In Nigeria alone, over 60 million citizens aged 18-40 are actively engaged in one form of sports betting, spending an average of N6,000 daily on betting.
But, despite these numbers, the African betting market is still seen as underdeveloped and is expected to grow further.
So, if the English premier league will keep thriving in Africa, these are some reasons why that’ll happen:
Africans Are Passionate About Football
Africans were always enthusiastic about sports, with football being the continent’s most beloved. Sports Africans favor include cricket, rugby, and some races, which are watched by millions of fans.
Football, however, holds a special place in the hearts of Africans. With numerous leagues to choose from and hundreds of matches displayed every season, football is widely popular. Bookmakers also contribute by providing fans with endless betting opportunities.
The English premier league is one of the most popular leagues in Africa. Its sub-Saharan African audience alone accounts for over 280 million people. Nigerians are establishing partnerships with the Premier League to create more economic growth in the continent.
Furthermore, another reason why the EPL is watched with devotion is that it has many African players playing for its clubs.
African Youth Population
The number of Africans aged 18-24 in Africa is over 200 million and that number continues to grow. This demographic of youths aids the English premier league’s growth because online sports betting websites found a way to leverage them.
With so many online bookmakers offering Football Prediction Today, more young bettors are trooping in with their smart devices to start betting for football.
Africa is a good growth hub for the EPL because mobile sports betting operators are giving out huge bonuses and payouts that sound lucrative to unemployed youths.
Mobile Phone Penetration
Another angle mobile sports betting operators can work is the high rate of mobile phone penetration in Africa. Almost everybody in Africa owns a phone, and the majority of them are youths.
Several online bookmakers entice bettors with promises of Soccer predictions today, which let them get accurate tips for upcoming matches.
The more people get a smartphone and learn how to use it, there will never be a shortage of people for online bookmakers to sell English premier league betting markets too.
How The English Premier League Has Changed The Betting Landscape in Africa
Supported by Africans’ passion for sports, a youth population actively engaged in football betting, and a high rate of mobile phone penetration.
These are some ways the English premier league has changed the betting landscape in Africa.
Establishment Of Football Betting Websites In Africa
If the English premier league is spreading like wildfire across Africa, football betting websites are the ones fanning the flames.
These sites provide platforms where African bettors can place different types of bets on matches. While standing a chance to win a considerable amount of money. They also provide bonuses to help bettors boost their gaming experience.
Online betting websites try to stay ahead of each other by offering incentives like Soccer predictions today to help bettors place accurate wagers on current matches.
Here are some major football betting websites in Africa:
Matchplug
Matchplug is a reliable sports prediction site that offers free predictions for Football, NFL, NBA, NHL, and MLB, as well as accurate Football Prediction Today.
They offer bettors data-driven soccer predictions today to help them win big betting for football. This site is undisputed in American sports picks and has a rich betting market.
Matchplug is currently operating in Nigeria and Kenya.
1XBET
1xBet is the top sports betting choice in Africa, and they are committed to pleasing their bettors. Originally established in Cyprus this bookmaker rapidly gained customers in Africa, especially in Nigeria.
1xBet features seamless platforms, with in-built features to enhance In-play betting, live-streaming, cashout option, and responsive support service. They have several payment methods for all African countries.
This bookmaker provides the special Football Prediction Today and other betting tips.
BET9JA
Bet9ja has its headquarters in Lagos, Nigeria, but accepts players across Africa. This site houses several sports events that accept stakes of up to 40,000 monthly.
Registration on Bet9ja is free, and you can stake for as low as NGN100.
BETKING
BetKing is beloved for its competitive odds, vast sports events, and modern betting experience. This site has players in several African nations including Nigeria, Ethiopia, and Kenya.
The maximum payout on BetKing is dependent on the country and players can make up to 40 selections on one bet slip. Bettors could also get a sneak peek of the Best bets today.
BETIKA
Betika’s headquarter is in Nairobi, Kenya, but it operates in Nigeria, Ghana, Ethiopia, and other African countries too. They cover global sports events and offer outstanding odds markets. Betika sponsors most African football clubs.
BETWAY
BetWay is one of Africa’s most reliable and widely patronized sportsbooks. It understands the African betting industry and its workings.
It is available in most African countries where online sports betting is legal. BetWay has unmatched odds and markets. They provide coverage of African and global sports events.
Bettors will also enjoy Soccer predictions today, live streaming, promotions, and favorable cashout options.
Celebrity Endorsement In African Market
Africa’s vibrant youth population makes it a top hotspot for sports betting and online gambling.
With its $3 billion revenue industry in 2021, the African betting industry is predicted to bring in over $5.6 billion by 2030, a growth of 6.99% (CAGR) per year.
Now, most gambling companies have investments in Nigeria, Ghana, and Kenya which are hotspots for gambling.
These companies use celebrity endorsements to promote their businesses. Celebrities are featured in virtual games, and marketing campaigns and given promo codes to share with their loyal followers.
Which Major African markets have celebrities pushing the agenda for sports betting?
- South Africa
South Africa is one of Africa’s largest and richest gambling markets. Its tourist attractions have plenty of resort casinos, and it has legal sports betting for locals too.
Online gambling is not legal within South African borders, but it is popular due to offshore casinos.
Sports betting brings in many celebrity endorsements because it is the main legal gambling business in South Africa.
- Nigeria
Nigerians have a vast population of passionate sports fans, making it a fertile ground for sports betting.
Many sports betting brands like Bet9ja, 1xBet, 22Bet, and Bet365 are active in the country, even with betting regulations being irregular across Nigeria.
- Ghana
Just like Nigeria, Ghana has a young population and an avid interest in football. The country houses sports betting and online sports books, and mobile casino gaming by many major brands.
- Kenya
Kenya is smaller and less developed than other countries on this list. However, it has one of the most active betting markets in the whole of Africa. With online bookmakers keeping punters engaged with Best bets today on their sites.
(Read more about Celebrity endorsements in Gambling And Sports Betting In Africa).
African players Playing For Premier League Clubs
Since Côte d’Ivoire’s Didier Drogba and Nigeria’s Jay-Jay Okocha joined Premier League clubs, it’s become a common trend for African players to do the same.
Jay-Jay and Drogba performed wonders when they were signed to their English clubs. So, it’s only right that other African players get a shot at the same opportunity.
Currently, there are over 46 African players listed on the official site of the Premier League. Only 4 out of its 20 clubs don’t have Africans signed to them.
So, who are these African players playing for Premier League Clubs?
Egypt
- Mohamed Salah (Liverpool)
- Trezeguet (Aston Villa)
- Mohamed Elneny (Arsenal)z
Nigeria
- Kelechi Iheanacho (Leicester City)
- Alex Iwobi (Everton)
- Willy Boly (Wolves)
- William Troost-Ekong (Watford)
- Peter Etebo (Watford)
- Wilfred Ndidi (Leicester City)
The premier league blurred the lines between spectator and entertainer, by signing African players. In return, they also got the loyalty and passion of African bettors.
It also got them genuinely interested in those Best bets today offers often made by online bookmakers. This is because African bettors bet with more conviction. Especially when someone from their country is playing.
(View the full list of African players in the Premier League here.)
To conclude, the English premier league has immensely enhanced the betting landscape in Africa. But, African bettors also offered the premier league one of the best growth opportunities in land and online sports betting.
As the English Premier League is expanding across the world, Africa is embarking on its growth journey. The betting industry in Africa is predicted to become popular in the coming years.
Sports betting will grow rapidly in Africa in the future and ultimately lead to significant economic growth in the continent. As foreign gaming operators will propose new investments.
