The Gambia Football Federation (GFF) has secured a landmark sponsorship agreement with global betting brand 1XBet, in what officials describe as a transformative step towards strengthening the development and commercialisation of football in the country.
The deal, signed on Monday at the Gambia Football House in Kanifing, represents a major milestone in the federation’s ongoing efforts to diversify revenue streams and reduce reliance on traditional funding sources.
Speaking at the ceremony, GFF President Lamin Kaba Bajo hailed the partnership as a significant achievement in attracting private sector investment into Gambian football, saying: “This is another laudable achievement for the federation as we continue to diversify our sources of income and maximise available resources,” Bajo said.
“For many years, our funding was very limited, mainly coming from FIFA subsidies and smaller support from the Confederation of African Football. Partnerships like this are therefore extremely important.”
Bajo noted that the federation has recently made progress in securing corporate sponsorships after years of struggling to attract investment. He cited previous partnerships with brands such as Baluwo, VISTA Bank, and APS Wallet, describing the agreement with 1XBet as another step in strengthening the federation’s commercial portfolio.
According to Bajo, modern football cannot thrive without strong collaboration between sports institutions and private companies. “Football and sponsorship partnerships are inseparable,” he said. “Companies invest their resources to support the operations of football bodies, while the federation provides a platform to promote their brands and products. It is a win-win situation.”
He emphasised that the growing interest from corporate partners reflects increasing confidence in the federation’s administration and the marketability of Gambian football.
The GFF president also highlighted the broader economic and social impact of football, stressing that the sport has become a viable career path for young Gambians.
“Football today is not just a pastime; it is a real career path,” he said. “Young players can rise from local communities to sign professional contracts abroad, transforming their lives and supporting their families.”
He added that the federation remains committed to grassroots development and creating opportunities for young talents nationwide. Bajo pointed to the establishment of a FIFA Talent Academy in The Gambia as a major step towards nurturing the next generation of footballers.
First Vice President Bakary K. Jammeh described the partnership as validation of the federation’s growing strength and long-term vision. “This partnership is a continuation of our national football development plan to expand funding sources beyond the traditional support from FIFA and CAF,” Jammeh said. “For a business to partner with the GFF means they have confidence in our product. It shows that Gambian football has matured and is worthy of investment.”
He explained that the sponsorship will initially support the country’s first division league but will ultimately benefit the entire football ecosystem, from grassroots academies to professional levels.
“A strong first division league will contribute to the professionalisation of the game and support development across all levels,” Jammeh added.
GFF Commercial Manager Safiatou Secka described the signing as a significant milestone in the federation’s journey to elevate Gambian football through innovative partnerships, adding: “This partnership exemplifies the power of collaboration and shared ambition,” she said. “It will inspire our players, fans, and communities while strengthening the future of Gambian football.”
Representing 1XBet, company delegate Dominic Mendy reaffirmed the brand’s commitment to supporting football development in The Gambia. “For us, this cooperation is much more than sponsorship,” he said. “It is a partnership built on shared values and a shared belief in the power of football.”
Mendy noted that football plays a vital role in uniting communities and inspiring young people, adding that 1XBet aims to support both sports and social initiatives in the country. “We believe Gambian football has great potential and we are proud to stand alongside the federation as the game continues to grow,” he said.
Looking Ahead
Officials from both sides expressed optimism that the agreement will mark the beginning of a long and productive collaboration aimed at strengthening the sport nationally.
With increasing corporate interest and growing international recognition of Gambian talent, the GFF believes the partnership will accelerate football development while creating new opportunities for players and stakeholders across the country.
Sang Ndong John, Technical Director and Acting General Secretary, also delivered a comprehensive speech at the ceremony, underscoring the federation’s commitment to building a sustainable future for Gambian football.
