Football betting in Africa is becoming a major part of the fan experience, with Kenya recording the highest participation rate among seven countries surveyed ahead of the ongoing 2026 FIFA World Cup. More than half of respondents surveyed said they had placed a football bet during the past 12 months, highlighting how closely football fandom and sports betting have become intertwined in an increasingly mobile-first media environment.
The findings come from a GeoPoll survey of 3,274 respondents in Kenya, Ghana, Nigeria, South Africa, Uganda, Cameroon and Egypt conducted in June 2026 ahead of the World Cup in the United States, Canada and Mexico.
Football betting in Africa: Kenya records highest participation
Kenya recorded the highest level of football betting participation among all countries surveyed, with 64 per cent of respondents saying they had placed a football bet in the past year. The figure was higher than Ghana at 60 per cent, South Africa at 58 per cent, Uganda at 57 per cent and Nigeria at 54 per cent.
Across all seven countries, 52 per cent of respondents reported betting on football during the previous 12 months. The results point to a significant shift in how football is consumed across Africa, particularly among younger audiences who increasingly watch matches on smartphones and engage with football through digital platforms. For many fans, betting is no longer separate from the match itself. Instead, it has become another layer of engagement that sits alongside watching, discussing and following football online.
Meanwhile, Kenya has revisited its gambling laws for the first time in more than half a century. The country is currently undergoing its most significant transformation in decades. Kenya’s gambling sector is now entering a digital-first era shaped by sweeping regulation, rising investor confidence, and a maturing consumer base. Gambling Regulatory Authority of Kenya (GRAK) now oversees licencing, advertising, and responsible gambling. By July 2026, all licences will transition to the new framework, with extensions of up to three years offering greater stability.
Betting extends beyond kick-off in Africa
The survey suggests betting activity does not stop once a match begins. Across the countries surveyed, 19 per cent of respondents said they place or review bets during half-time. Kenya again stood out, with 27 per cent reporting betting activity during the interval.
The finding highlights the growing popularity of in-play wagering, where fans continue to interact with betting platforms while matches are underway. Half-time has increasingly become a period when viewers check odds, assess previous wagers and place new bets based on the first-half action.
Mobile betting helps drive football betting in Africa
The rise of football betting across Africa has coincided with rapid smartphone adoption, expanding mobile internet access and the growth of digital payment systems. The same survey found that 62 per cent of respondents plan to follow the 2026 FIFA World Cup on mobile phones, while 79 per cent expect to watch on television.
In markets such as Kenya and Nigeria, mobile devices have become central to how fans consume football content, access scores, follow social media discussions and place wagers. The combination of affordable smartphones, mobile money services and aggressive marketing by betting operators has helped transform sports betting from a niche activity into a mainstream part of football culture.
South Africa’s gambling landscape has tipped decisively toward the internet era. During the financial year ending March 2024, South Africans wagered R1.14 trillion ($61.6 billion), and gross gambling revenues reached R59.3 billion ($3.2 billion), according to the National Gambling Board (NGB). Betting delivered 60.5 per cent of all gambling income, eclipsing casinos, bingo halls, and limited-payout machines.
Football and betting increasingly move together in Africa
The World Cup has long been one of the most important events on the global sports betting calendar, but the latest findings suggest its role in Africa extends beyond traditional viewing habits.
With 94 per cent of respondents saying they intend to watch or follow the tournament, brands, broadcasters and betting companies are competing for the attention of one of the world’s most engaged football audiences. The survey indicates that for a growing share of African fans, watching football and betting on football are becoming closely connected experiences.
Egypt remains the notable exception. Just 25 per cent of respondents reported placing a football bet during the past year, reflecting a different regulatory and cultural environment from many other African markets. Elsewhere, however, football betting continues to expand alongside digital consumption habits, creating a new generation of fans for whom the World Cup is not only a sporting spectacle but also one of the biggest betting events of the year.
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