Tapping into Ghana’s betting boom for sports development
Ghana’s burgeoning sports betting industry, projected to generate US$32.99 million in revenue by 2025, offers a promising avenue for economic growth.
Driven by mobile technology adoption and a youthful, football-loving population, the sector is poised for continued expansion. According to Statista, a German data gathering and visualisation platform, revenues are expected to reach US$39.50 million by 2029.
With the rise of smartphones and internet penetration in the country, more people have access to online platforms, allowing them to participate in sports betting from the comfort of their own homes.
Additionally, the younger population in Ghana is particularly drawn to the excitement and thrill of sports betting, as it adds an element of entertainment to their sports viewing experience.
Betting companies have recognised this growing culture and have tailored their offerings to cater to the local football fanbase, providing a wide range of betting options and promotions for football matches.
Despite being frowned upon as a social vice, gambling has become a social infatuation for many young people and has become a source of revenue for many unemployed youth. Generally facing joblessness and low income, they are checking out sports betting to uncover some trust.
However, the challenge lies in transforming this financial potential into a sustainable lifeline for the nation’s struggling sports industry.
The incoming Minister of Sports and Recreation, Iddie Kofi Adams, faces a daunting task. With the ministry reportedly weighed down by significant debts, he must provide leadership for the creation of innovative and sustainable financing models for sports in Ghana.
At the heart of this mission is the need to fulfil President John Dramani Mahama’s manifesto pledges, which include developing sports infrastructure, offering payment support for Ghana Premier League players and revitalising the sector as a whole.
Double-edged sword
The sports betting industry, often seen as a source of quick revenue, has become a critical component of Ghana’s entertainment ecosystem. Innovations such as live betting and virtual sports have made wagering more accessible, while Finance Minister Dr Cassiel Ato Forson’s promise to scrap the betting tax in his first budget is expected to accelerate growth further in 2025 and subsequent years.
Despite its financial promise, the booming betting sector remains underutilised as a funding source for sports development. Unlike Europe, Australia and North America, where governments, sports authorities and clubs have successfully channelled betting revenues into sports, Ghana lacks a structured framework to leverage this growing industry.
Since the once-thriving football pools organised by the National Lottery Authority faded out over three decades ago, Ghanaian sports have struggled to harness the potential of this sector, which has seen exponential growth globally.
Currently, football clubs like Asante Kotoko, Aduana FC and Dreams FC have sponsorship deals with betting brands, which provide significant revenues for the teams.
The Ghana Football Association (GFA) has partnership deals with firms like betPawa and the Footy Cash Pool betting game, which allows Ghanaian football fans to win instant cash.
This challenge presents an opportunity for Mr Kofi Adams to lead the charge in establishing a visionary policy that aligns the industry’s growth with the ministry’s funding needs.
Collaborative engagement with industry experts, economists and global counterparts will be essential in crafting a framework that benefits all stakeholders.
Funding for sports
Key to this effort will be harnessing the projected rise in betting revenues to finance the ambitious plans outlined by the National Democratic Congress (NDC) government.
These include the construction of modern sports facilities across the country and enhanced support for athletes and leagues.
One area requiring immediate attention is the Ghana Premier League, where financial instability has long plagued players and clubs.
Initiatives such as betPawa’s Locker Room Bonus scheme, which distributed GH¢1.23 million directly to Premier League players in the 2023/24 football season, highlight the potential for targeted investments to boost morale and performance.
Extending such programmes across more disciplines, including women’s football -- for the first time, female players in the Women’s Premier League who make it into matchday squads of winning teams have received a GH¢400 cash reward each -- could be a game-changer.
However, the departure of betPawa as the league’s headline sponsor has left a gap in funding. The incoming minister must lead the charge to explore partnerships with betting firms to establish long-term sponsorship deals, learning from best practices in mature markets where such collaborations significantly fund sports infrastructure and grassroots development.
Visionary leadership, policy innovation
For the sports betting sector to become a cornerstone of Ghana’s sports financing strategy, the Ministry of Sports and Recreation must develop policies that incentivise betting companies to contribute a portion of their revenues to sports.
Tax breaks, sponsorship incentives and corporate social responsibility initiatives could be part of this strategy.
Engaging stakeholders—including betting companies, the GFA and international partners—will be critical to creating a win-win model.
Additionally, adopting global best practices in revenue-sharing frameworks could ensure that the financial benefits of betting reach grassroots sports and infrastructure development.
While Ghana's betting market's projected growth is promising, bold and strategic leadership will be needed to translate this potential into tangible sports outcomes.
The ministry and other stakeholders must also address broader social implications, such as responsible gambling, to ensure that the industry’s growth is sustainable.
The incoming minister has a unique opportunity to set Ghana on a path toward a sustainable sports ecosystem—one where the passion of millions of fans is matched by robust financial support for players, facilities and future generations of athletes.