What Sporty Group does

Sporty Group is a London-based private consumer internet and media company founded in 2013 that operates a vertically integrated sports entertainment ecosystem. Its portfolio centers on four pillars: SportyBet, an online sports betting platform generating revenue through wager transactions; Sporty.com, a sports content and scores application; SportyTV, a broadcasting service delivering sports content to viewers in Nigeria and Ghana and monetized through advertising and content distribution; and Sociable Soccer, a mobile and video gaming franchise acquired from Tower Studios in July 2024 and distributed via Steam and Nintendo Switch with planned rollout to Xbox and PlayStation. Sporty Studios, an internal production unit, supports branded content initiatives including the 2026 'For Everybody' music video partnership with Grammy-winning artist Burna Boy.

The company serves consumer-facing segments — sports bettors, sports content consumers, and mobile gamers — primarily across West Africa, with the gaming franchise extending distribution globally through major gaming platforms. The go-to-market model combines direct-to-consumer mobile and web applications (self-serve), TV broadcasting for the Nigeria-Ghana audience, and digital marketplace distribution for gaming. Revenue mechanics span transaction fees on betting, subscription-style monetization on the sports app, advertising-supported broadcasting, and one-time licensing for game sales. The company employs 501-1000 staff and is led by founder and CEO Sudeep Ramnani alongside co-founder Jai Mahtani.

Underlying technology, ownership structure, funding history, and detailed pricing are not disclosed in the available source material, representing material data gaps for any prospective investor. The publicly visible footprint — multi-brand portfolio, recent gaming acquisition, high-profile cultural partnerships, and West African broadcasting rights — suggests an organization investing in both vertical diversification and brand-building beyond its core betting transaction business.

Name

Sporty Group

Website

https://careers.sporty.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sporty Group is a London-based consumer sports media company operating SportyBet (sports betting), Sporty.com (sports app), SportyTV (broadcasting in Nigeria and Ghana), and the Sociable Soccer gaming franchise, serving sports bettors, content consumers, and mobile gamers.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Other Gambling Industries (713290), Spectator Sports (71121)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industry

Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL)

Keywords

• Online sports betting
• Sports broadcasting media
• Mobile sports gaming
• Sports content apps
• Consumer sports platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. SportyBet Sports Betting: Online sports betting platform operating as a key brand under Sporty Group, generating revenue through betting transactions and odds-based wagers.
2. Sporty.com Sports App: Sports application generating revenue through user engagement and potential premium features or subscriptions.
3. SportyTV Broadcasting: TV broadcasting service in Nigeria and Ghana, generating revenue through content distribution and advertising.
4. Gaming (Sociable Soccer): Mobile and video gaming division acquired through Tower Studios acquisition, overseeing global release of Sociable Soccer franchise. Revenue from game sales and potential in-app purchases.

Distribution channels4 records

Marketing channels1 record

Core offering

Sporty Group runs a multi-vertical sports entertainment platform built on four consumer brands: SportyBet (online sports betting), Sporty.com (sports content app), SportyTV (TV broadcasting in Nigeria and Ghana), and the Sociable Soccer mobile/video gaming franchise acquired from Tower Studios in 2024. Revenue is generated from betting transactions, content subscriptions, advertising on broadcast channels, and game sales across major gaming platforms.

Product overview

Sporty Group operates a multi-platform sports media business comprising a betting brand (SportyBet), a sports app (Sporty.com), and a broadcasting service (SportyTV) serving Nigeria and Ghana. The company recently expanded into mobile and video gaming through its acquisition of the Sociable Soccer franchise from Tower Studios, marking its first entry into the gaming market. Sporty Studios handles content production including music video collaborations with global artists.

Differentiator

Problem solved

Functional benefit

Products and services

• SportyBet Online sports betting platform operated by Sporty Group, enabling users to place wagers on sporting events through a mobile application. Targeted at sports bettors, especially in African markets.
• Sporty.com Sports application operated by Sporty Group that delivers sports-related content, news, scores, and updates to users through a mobile and web platform.
• SportyTV TV broadcasting service operated by Sporty Group that distributes sports content to viewers in Nigeria and Ghana, supported by advertising revenue.
• Sociable Soccer (Sociable Soccer 24) Mobile and video gaming franchise, including Sociable Soccer 24, released on Steam and Nintendo Switch with planned expansion to Xbox and PlayStation. Acquired by Sporty Group from Tower Studios in July 2024, with Tower Studios CEO Jon Hare continuing to lead development. Targeted at mobile and console football gaming consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Burna BoyflagshipGTM or Marketing Partner · 23 January 2026Grammy-winning artist Burna Boy released 'For Everybody' single and music video in partnership with Sporty Group. The video features African athletes including Camavinga, Iñaki Williams, Asisat Oshoala, and Cheslin Kolbe. This partnership serves as a global brand marketing initiative celebrating African pride ahead of AFCON competition.
• Tower StudioscoreStrategic or Co-development Partner · 5 July 2024Sporty Group acquired the Sociable Soccer game franchise from Tower Studios, marking its entry into mobile and video gaming. Tower Studios CEO Jon Hare will continue leading development of the franchise. The acquisition provides Hare's team with the resources of Sporty Group while maintaining continuity in game development leadership.
• Jon HarecoreStrategic or Co-development Partner · 5 July 2024Tower Studios CEO Jon Hare continues leading development of the Sociable Soccer franchise following the acquisition. His continued involvement ensures continuity in game development expertise and creative direction for the franchise.
• Sporty StudiosminorOthersInternal production studio involved in producing music video content for brand marketing initiatives.
• RadicalMediaminorImplementation/ SI/ Consulting PartnerProduction company collaborated on the 'For Everybody' music video directed by Dave Meyers, providing professional video production expertise.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betway: Global online sportsbook and gaming operator with deep African market presence (Nigeria, Ghana, Kenya, South Africa). Directly comparable to SportyBet in product offering, target customer, and African geographic focus.
• SportPesa: Africa-focused online sportsbook with operations in Kenya, Tanzania, Nigeria, and other markets. Comparable in regional betting focus and mobile-first product.
• Bet9ja: Nigerian-headquartered online sportsbook and one of the largest operators in Nigeria by handle. Directly competes with SportyBet in Sporty's core Nigerian market.
• KingMakers (formerly BetKing): Nigerian online sportsbook and gaming operator serving West African markets. Closely comparable in target geography, customer base, and product offering to SportyBet.
• 1xBet: Global online sportsbook with material operations across African markets including Nigeria. Comparable product (sports betting, casino, live wagering) and mobile-first distribution.
• SuperSport: Africa's leading sports broadcasting platform (subsidiary of MultiChoice) with rights across football, rugby, and other sports in Nigeria, Ghana, and across the continent. Directly comparable to SportyTV.

Broad incumbents

• Flutter Entertainment: Global online gaming and sportsbook group (Betfair, Paddy Power, FanDuel, PokerStars). A broad incumbent in sports betting whose scale and capital pose competitive risk to regional operators like Sporty.
• Bet365: One of the world's largest online sportsbooks with global reach. A broad incumbent competitor whose product depth, odds competitiveness, and marketing scale set the industry benchmark Sporty must match.
• Entain: Global digital gaming and sports betting operator (Bet365 co-owner, Ladbrokes, Coral, partypoker). A broad incumbent whose scale and product breadth compete with regional sportsbooks including Sporty.
• EA Sports (Electronic Arts): Publisher of EA Sports FC, the dominant football simulation franchise. A broad incumbent that Sociable Soccer must compete against in the global gaming category Sporty entered via its 2024 acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sporty Group