Logifuture CMO Ben Cove provides insights behind the decision to partner with Moses Itauma, one of the world’s most exciting heavyweight boxers, as brand ambassador for Bet9ja.
The deal comes ahead of his massive bout against Dillian Whyte in Saudi Arabia on 16 August, with Cove also explaining how the partnership contributes to the operator’s wider marketing strategy across Nigeria and Africa.
iGaming Expert: Can you tell us more about why Logifuture decided to sponsor Moses Itauma for Bet9ja?
Ben Cove: Put simply, Moses Itauma is the most exciting emerging talent in global sport. We believe he is not only a generational boxing talent, but a true phenomenon in waiting – someone who is set to transcend his sport and become a worldwide icon.
This is further validated by the fact that Nike have made him their only boxing ambassador for the coming years. Meanwhile, inside the ring, he is already backing up the hype. Unbeaten in 11 pro fights so far, with nine knockouts to boot, he has been fast-tracked to the very top of the heavyweight division and already holds the WBO Intercontinental heavyweight belt. As a brand, Bet9ja is ready to hold onto his coattails!
iGX: What makes Itauma a good fit for Bet9ja on a commercial level?
BC: Firstly, I always feel there is an added sense of ceremony when a brand partners with a fighter. A triumphant fighter evokes feelings of power and majesty, and the risk/reward nature of heavyweight boxing is akin to gladiatorial times. It’s true theatre. Moses is a warrior, and now he is our warrior. So aligning Bet9ja with sentiments such as these can only be a positive thing for the brand, and we are delighted to have him on board.
Then there’s the significance of his Nigerian heritage. Bet9ja is a single-market brand synonymous with Nigerian culture. Moses is a second-generation son of Nigeria, and as you’ll see from our launch video campaign, he really leans into his Naija roots – wearing the national flag with pride.
For Bet9ja customers, he represents something special – a proud symbol of Nigerian toughness, talent and ambition on the global stage. Supporting that journey means a lot to Logifuture and Bet9ja and even more to our audience.
Finally, Moses is a joy to work with. He’s a thoroughly decent person. Polite, respectful, willing, and passionate about delivering value to his sponsors.
iGX: What makes Moses a good fit for the Bet9ja brand?
BC: Moses is a perfect match for Bet9ja because his values align so closely with ours. He’s fearless, driven, and determined to dominate. His attitude is all-in, all the time. That kind of mindset inspires people.
On a technical level, Moses shows precision, focus and brilliance and that resonates with what we strive for in our technology and user experience. He’s relentless about improvement, and that reflects how we approach innovation and product development.
But above all, his Nigerian pride makes him stand out. As a brand rooted in Nigeria, we’re passionate about championing local talent and culture. Moses allows us to do that in a meaningful, authentic way. He’s more than a fighter, he’s a symbol of national ambition, and we’re proud to be part of his journey.
iGX: How does this sponsorship reflect Bet9ja and Logifuture’s wider marketing strategy?
BC: This partnership fits perfectly within our broader strategy, which focuses on high-impact, high-visibility campaigns that resonate nationally and push the boundaries of our industry.
Take our recent ‘Catch The Boom’ campaign, for example. We raised the maximum payout on betBOOM to a staggering ₦1 billion and supported it with a fully integrated omnichannel campaign – from a star-studded TV commercial to social media, digital content and outdoor advertising. The goal was clear: to capitalise on the return of domestic football with a campaign that captured the imagination of a nation.
Partnering with Moses is a continuation of that momentum. Just as betBOOM supercharges the betting experience, Moses supercharges excitement in the ring. He’s a show-stopper, and aligning with someone of his calibre reinforces Bet9ja’s position as a brand that supports excellence and thrives on energy and ambition.
It also showcases Logifuture’s ability to connect the dots between elite talent, product innovation and fan engagement. This isn’t just about brand exposure, it’s about creating memorable, high-value experiences for our audience.
iGX: What are your goals for the partnership in terms of awareness and engagement?
BC: The ambitions are big. Last month, we celebrated Bet9ja’s YouTube channel passing one million subscribers less than 12 months after launching.
Now, we want to continue to significantly increase Bet9ja’s brand visibility, not just in Nigeria but globally, by aligning with one of boxing’s brightest rising stars.
Moses’s name is already generating buzz in elite boxing circles. When legends like Usyk and Fury are singing your praises, people take notice. That kind of attention creates a halo effect – not only does it elevate his profile, but it also shines a light on the brands that back him.
We’re especially excited about the engagement potential this brings. Moses’s Nigerian roots give us an authentic connection with Bet9ja’s core audience, but his international appeal lets us reach wider, more diverse sports fans too. We’ll create content, activations and conversations that help fans follow his journey and, in doing so, strengthen their relationship with Bet9ja.
iGX: Can we expect to see content or activations built around the sponsorship in the coming months?
BC: In spring, we announced the renewal of our support for the Nigeria national team’s ‘Let’s Do It Again’ campaign as we look forward to the Africa Cup of Nations later this year. This allows us exclusive access and video content activations with the team. We’ll also get behind-the-scenes filming access with the players (training, reaction, travelling, etc) before and throughout AFCON 2025 in Morocco, in the continent’s premier international competition.
iGX: Has the link-up between boxing and Saudi Arabia boosted the commercial ceiling for boxing?
BC: Saudi Arabia’s association with boxing has certainly been transformative in terms of prize pots for the fighters. There’s an argument that many of the epic showdowns that we’ve seen in the last two years would not have ever happened without Saudi backing. The sport’s wider commercial ecosystem is trying to keep up, hanging on to the coattails of the new era that Riyadh Season has ushered in.
The optics have definitely changed. What we’re seeing is a deliberate investment in spectacle. And a by-product of that, for us at least, is wider global visibility and commercial viability for elite-level boxing. From our perspective, it’s opened up exciting possibilities to position Bet9ja and Logifuture alongside some of the most talked-about events in world sport.
iGX: Why are sports collaborations like this so impactful for engagement in the African market?
BC: In Africa – and particularly in Nigeria – sport is so important to the culture, where it has the power to inspire and unite and drive a true sense of national pride. By supporting Moses, a fighter proud of his African heritage, we are hoping to make a statement about belief in national pride and global potential. The emotional connection can be extremely powerful. We’re in an era where sports partnerships are about far more than attaching your name or logo to something – it’s about creating experiences, telling stories and inspiring actions.
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