Former Nigerian International and Super Eagles forward, Daniel Owefin Amokachi, and 22Bet have partnered to raise football stake in the continent.

Speaking recently at the unveiling of the ex international as Pan-African brand ambassador for sports betting company, 22Bet, country director and chief operations officer, West Africa, 22Bet, Fikayo Ogunfuye, said, “the partnership is not about short-term visibility but purpose. So, Amokachi joining the 22Bet Africa platform is to support more culture, more communities for more responsible engagements across Africa.”

According to him, the collaboration will promote African football culture, support grassroots communities, and encourage responsible engagement with sport across the continent.

While saying the partnership was based on a shared vision to promote African football beyond commercial interests, Ogunfuye noted football remained one of the strongest uniting forces in the continent.

He noted that through the partnership, 22Bet, an indigenous sports betting company, aims to celebrate the football culture and amplify African football narratives and communities that keep the game alive.

According to him, football remains one of the strongest forces connecting African communities from the streets of Lagos, West Africa and the continent at large, and as such, the partnership was designed “to create a lasting impact rather than provide short-term brand visibility.”

The partnership was announced on Wednesday, August 5, 20 26, at the BON Hotel in Ikeja, Lagos. It follows the recent unveiling of Amokachi as the company’s brand ambassador on the back of the Memorandum of Understanding (MoU) by both parties, as part of ongoing commitment to boost sports development across the country.

The partnership between both entities represents the passion and commitment to develop football from the grassroots to the top level in Nigeria and on the continent.

Describing Amokachi as a football icon whose influence continues to inspire new generations across the continent, the company plans to use Amokachi’s profile and experience to promote positive values around sport while encouraging responsible engagement.

The company said its investment in football would be accompanied by a focus on responsible participation. The partnership is expected to include initiatives focused on football development, community support, and responsible sports participation in the coming months.

According to him, Amokachi’s great exploits in football both home and abroad influenced his choice as the company’s brand ambassador.

He added that integrity, leadership and commitment to football development earned the football legend the ambassadorial endorsement by the company, “he is more than just a football legend, he is a symbol of Nigerian and African experience and a man who carries the hope of the nation in football,” Ogunfuye said.

While responding, Amokachi, who was nicknamed ‘The Bull’, in his playing days, highlighted 22Bet’s corporate social responsibility (CSR) initiatives as another key factor behind his decision. He said businesses operating in Nigeria and across Africa should contribute to the communities where they operate.

The former Everton Football Club player said the CSR gesture aligned with the ideals of his initiative – Daniel Amokachi Youth Development Foundation, which aims at impacting meaningfully on society.

He extolled 22Bet as an organisation whose core values resonate with youth and society development. “I appreciate the fact that out of the one million and one African Football legends out there, the 22Bet platform chose me as their brand ambassador.

“The more you make, the more you should invest in the communities and the people of the country.
The former striker said 22Bet’s community-focused approach aligned with his own desire to give back to Africa.

During his playing days, he enjoyed a successful career at both club and international level. He was spottted as a talented school boy by Clemence Westerhoff in 1989. At international level, Amokachi was part of Nigeria’s squad that won the 1994 Africa Cup of Nations. Two years later, he was also a member of Nigeria’s Dream Team that won the country’s first Olympic football gold medal at the 1996 Atlanta Games.

Since retiring from professional football, Amokachi has remained active in the sport. He has worked as a coach, football administrator, and television pundit.