Logifuture CMO Ben Cove discusses the signing of Moses Itauma as brand ambassador for Bet9ja after the agreement was announced ahead of his Dillian Whyte in Saudi Arabia
In an exclusive conversation with The Bet Press, Bet9ja’s Chief Marketing Officer Ben Cove revealed the thinking behind the brand’s landmark partnership with unbeaten heavyweight and WBO Intercontinental champion Moses Itauma. Announced ahead of Itauma’s high-profile bout against Dillian Whyte in Saudi Arabia, the collaboration blends Bet9ja’s drive for cultural impact with Itauma’s Nigerian heritage, rising global profile, and magnetic presence in the boxing world. Cove shared how the deal fits into Bet9ja’s broader brand strategy, the unique opportunities it creates for fan engagement, and why Itauma is seen as the perfect figure to inspire audiences at home and abroad.
The Bet Press: What attracted Bet9ja to partner specifically with Moses Itauma at this stage?
Ben Cove: Moses is at a pivotal moment in his career as an unbeaten heavyweight already holding the WBO Intercontinental title, stepping into high-profile bouts and generating genuine excitement in the sport. We see him as a once-in-a-generation talent with the charisma, skill and drive to transcend boxing. With his Nigerian heritage and strong connection to his roots, he’s the perfect figure to inspire our audience right now and to embody the ambition and pride that Bet9ja stands for. 
How does this sponsorship align with Bet9ja’s broader brand strategy and goals?
Our strategy is to invest in partnerships that deliver maximum cultural impact, resonate authentically with our audience and elevate our brand visibility. We’ve seen how campaigns like “Catch The Boom” have captured national attention, and teaming up with Moses is a continuation of that momentum. He represents excellence, energy and ambition – qualities we want associated with Bet9ja across every channel.
What unique opportunities does this partnership create for engaging Bet9ja’s audience?
Moses offers an emotional connection for our core Nigerian audience, while also appealing to a global sporting fan base. This combination allows us to engage with fans through a mix of national pride and international spectacle. Whether it’s behind-the-scenes content, interactive fan campaigns or live event coverage, we have the opportunity to bring people closer to his journey in ways that spark conversation and loyalty.
How will Bet9ja leverage this collaboration to strengthen its presence in both Nigerian and global markets?
Moses’s heritage and story resonate on a deeply personal level with our customers, reinforcing Bet9ja’s position as a brand that celebrates and invests in local talent. Internationally, his growing reputation in boxing’s elite circles puts our brand alongside one of the sport’s fastest-rising stars. By aligning with him now, we’re positioning Bet9ja to be part of his ascent on the world stage, which naturally extends our reach beyond our home market.
Can you share how Bet9ja plans to integrate exclusive content around Moses Itauma into its marketing channels?
We’ll be producing a range of content from training camp insights to fight-week build-up and post-fight reactions, giving fans an insider’s view of Moses’s preparation and performance. Expect to see this across our social channels, YouTube, and other digital platforms, supplemented with interactive activations that let fans show their support and be part of the journey.
How will this collaboration impact Bet9ja’s brand visibility during high-profile events like the Whyte fight?
The Whyte fight was a perfect stage to launch our partnership – a high-stakes contest in front of a global audience. Being associated with Moses in such moments generates exposure far beyond traditional advertising. It ensures our brand is part of the conversation in both sporting media and among fans, before, during and after the event.
Are there plans for long-term collaboration beyond this upcoming fight, and if so, what might they look like?
This is the start of an ongoing relationship. Moses’s career is on a steep upward trajectory, and we want to be there for the key milestones – from title defences to potential world championship bouts. The longer the journey, the more opportunity there is to build compelling campaigns and content that keep our audience engaged and invested.
How does Bet9ja ensure that partnerships like this resonate authentically with its core customer base?
Authenticity comes from alignment between the athlete’s story and our brand’s values. Moses’s pride in his Nigerian roots, his commitment to excellence and his willingness to connect with fans all align perfectly with Bet9ja’s ethos. We’re not just putting our logo on his kit, we’re telling a story our customers believe in, and that’s what makes the connection genuine.
