Sports betting operators have
provided headline sponsorships for at least eight Ghana Premier league
teams over the last five years. As is the case in other jurisdictions in Africa where sports betting is popular the English Premier league and the UEFA Champions League in particular have been key
elements in driving the sports betting market forward.
Ghana
With a population of around 34 million people, the West African nation is currently enduring a spiralling economic crisis. However, Ghana is still one of the largest gambling markets in the region.
Formerly known as the Gold Coast, Ghana gained independence from Britain in 1957, making it the first sub-Sahara country to gain independence. In the early 1990s, after a long period of military rule, Ghana became a democratic state. Since then, it has been regarded as one of the most stable African democracies.
Despite this stable political environment, Ghana is facing one of its worst economic crises in decades. A World Bank report revealed that 850,000 Ghanaians had been pushed into poverty, joining the six million already in
P156 WIRE / PULSE / INSIGHT / REPORTS
that category. Between January and December 2022, year-on-year inflation rose from 14 to 54 per cent.
For some years the gaming industry has been one of the most rapidly developing industries in the country. Tere are around 40 licensed land-based sports betting operators. Online and land-based sports betting is permitted and is regulated by the Gaming Commission. Sports betting, together with the casino business (casinos are mostly Russian- owned in Ghana), make up the largest share of the market, although sports betting is much more popular.
Online gambling is by far the most favoured form of betting with an estimated 80 per cent of betting (some estimates put it as high as 95 per cent) occurring online. Around 40 per cent of Ghanaians take part in sports betting.
Te sports betting industry has seen a significant boost in advertising spend over the years. Te Ghana Association of Sports Betting Operators (GHASBO) has claimed that the advertising spend within Ghana from the gaming industry is conservatively estimated at GH¢200m annually.
Sports betting operators have provided headline sponsorships for at least eight Ghana Premier league teams over the last five years. As is the case in other jurisdictions in Africa where sports betting is popular the English Premier league and the UEFA Champions League in particular have been key elements in driving the sports betting market forward.
As is the case in Kenya, mobile money has transformed the market with Ghanaians able to access MTN and Aitrel. While mobile money in Africa was spearheaded by Kenya’s M-Pesa in
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