Bet9ja Foundation's Hidden Impact Journey
Understanding the Core of Bet9ja Foundation
The Bet9ja Foundation, an essential part of the sports betting operator Bet9ja, is driven by a clear and focused mission. According to Ada Cuomo, the Executive Director of the foundation, the guiding principle is simple: "It's about the need." This statement encapsulates the ethos of the foundation, which aims to address real and pressing issues in communities across Nigeria.
Empathy, strategy, or public relations? The answer lies in the foundation’s approach to understanding and meeting community needs. Rather than engaging in superficial efforts, the foundation takes a targeted and focused approach. Cuomo emphasized that before becoming an official foundation, Bet9ja had already been contributing significantly through various activities. However, the lack of visibility prompted the creation of the foundation in July 2023, with the goal of amplifying its impact.
The foundation operates under five key pillars: healthcare, education, youth empowerment, sports development, and community infrastructure. These areas are central to its mission of creating lasting change. Since its establishment, the foundation has invested over ₦1.2 billion across more than 220 projects in 34 states. Initiatives include market solar lighting, borehole projects, ICT training programs, the annual FCT Boxing competition, and undergraduate scholarships, among others.
Youth Empowerment and Entrepreneurial Development
One of the most cherished initiatives of the foundation is the Graduate Employability and Entrepreneurial Summit (GEES), previously known as the Youth Empowerment Programme (YEP). This program recently brought together over 400 youths from different parts of Nigeria, offering them insights into the digital economy, CV writing, and business cases. The goal is to prepare them for the job market and help them break into it successfully.
Additionally, the foundation runs the ScaleUp program, a nine-week accelerator for young entrepreneurs. This initiative helps participants refine their skills in sales, marketing, and financial management. A winner of the ScaleUp program receives ₦10 million, but the foundation continues to support them beyond this initial grant. This ongoing support led to the renewal of scholarships for eligible third-year students, increasing the scholarship quota from 100 to 200.
Addressing Needs Through Strategic Allocation
With over 98% of its funding coming directly from Bet9ja, the foundation also benefits from corporate support from other organizations. However, the challenge lies in prioritizing where to allocate funds. Cuomo explained that while there are numerous issues to address, the foundation focuses on where the need is greatest at any given time.
This approach was evident during recent floods in Maiduguri, where the foundation provided emergency relief to 200 individuals at an IDP camp in Borno State. The foundation also relies on its network of super agents, who run retail shops nationwide, to gather insights into local needs. These agents play a crucial role in identifying what communities require, ensuring interventions are timely and impactful.
Dynamic Strategy and Future Goals
The foundation maintains a dynamic strategy, conducting quarterly reviews with its team to assess progress and adjust plans accordingly. Brainstorming sessions and media monitoring help guide decisions for each quarter. Despite the fast-changing landscape, one constant remains: a strong focus on supporting the youth.
Looking ahead, the foundation plans to incorporate a sixth pillar in 2026, focusing on climate change and its local impacts. While currently not involved in such initiatives, Cuomo believes it is essential to narrow down on specific areas to deepen impact rather than spreading resources too thin.
A Commitment to Community
For Cuomo, the foundation’s mission is clear: to raise the floor for those in need. It is not about seeking applause or prestige but fulfilling a responsibility rooted in the belief that communities thrive when no one is left behind. As the foundation expands its pillars and refines its strategy, its guiding principle remains unchanged—go where the need is greatest, act with purpose, and ensure that every effort contributes to meaningful change.
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