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22Bet unveils Amokachi as Pan African Brand Ambassador
The streets where many Nigerian football stars first chased their dreams should once again become the breeding ground for the country’s next generation of talents, former Super Eagles striker Daniel Amokachi -The Bull-has said.
Amokachi said genuine football talent still resides on the streets, stressing that many young players possess an unbreakable determination born out of hardship. According to him, children who walk long distances to training appreciate opportunities far more because they know they do not want to return to the difficult conditions they came from.
“If you look at football especially at the national level, we have a lot of ideas when it comes to street football because the talent is on the street,” he said. “When somebody comes up from the street, he knows he doesn’t want to go back there. When you walk to training, finish training and walk back, you don’t want that life anymore. That’s how we grew up.”
The Former Everton forward spoke in Lagos last week when he unveiled an ambitious grassroots football vision following his appointment as Pan-African Brand Ambassador for 22Bet Nigeria. The partnership is aimed at promoting football culture, community development and responsible engagement across Africa.
He explained that success in football has a ripple effect that extends beyond individual players. “When we make it, our whole community makes it, our whole family makes it. That’s the truth. We want to go into the streets, organise football activities, discover those talents and create a platform where they can earn and become who they want to be in football.”
Continuing, he said: “Football gave me everything. It took a boy from Kaduna and gave him the world. Africa has incredible talent, and I want to support young players and football communities. This partnership is about giving back and telling African football stories — the real stories of hard work, sacrifice, and hope that too often go unheard.”
Speaking on why he chose to partner 22Bet at this stage of his career, Amokachi revealed that the decision was driven more by shared values than financial reward. He said he had worked with several international agencies, including a Turkish brand, but found a deeper connection with the Nigerian company.
“When you sit with minds that speak the same language you speak and they understand everything in your head, it’s easy to decide,” he said. “Life is not just about money. Money helps life better, but it’s not just about making money. It’s about helping others make money. That’s where I came from, and that’s why I said we can work together.”
Asked about the role of football academies in developing young players in Nigeria, Amokachi declined to delve into politics, saying he preferred to remain focused on practical solutions rather than political debates.
“We should try as much as possible to develop school sports to help,” he added.
Amokachi described the relationship as one with long-term ambitions. “It’s an ongoing relationship. Right now we are a family. We will keep building the relationship and making it grow as long as it lasts.”
He stated that one of the major reasons he accepted the partnership was the company’s willingness to invest in African communities rather than merely doing business on the continent. He said too many organisations had entered Nigeria without giving back to society.
“When there is something to do with Nigeria, I try as much as possible to embrace it,” he said. “We’ve seen so many agencies come into Nigeria and they don’t give back. The more you make, the more you should invest in the community and the people in the country. That is one of the core reasons I accepted the contract.”
Through this collaboration, 22Bet and Amokachi plan to roll out several community-focused initiatives across Nigeria and the wider African continent including grassroots scouting and coaching. By hosting football clinics and providing aspiring talent with access to equipment, structured mentorship, and professional scouting pathways, Amokachi hopes to change the narrative for young talent.
The partnership with 22Bet will unleash educational, sports, and social welfare programs tailored for underserved communities whilst advocating for discipline, physical fitness, personal development, and responsible participation in sports culture.
He urged supporters and stakeholders to contribute to the success of the partnership, insisting football remains one of the strongest tools for driving social change. “Football drives everything we do whether you like it or not. Football is peace and we can use that tool to succeed.”
22Bet Nigeria Country Manager Fikayo Ogunfuye highlighted the icon’s enduring influence on African sport saying:
“Today is an important day for 22Bet Nigeria and for African football. We are proud to officially unveil Daniel Amokachi as 22Bet’s Pan-African Brand Ambassador. This partnership is not about short-term visibility — it is about purpose. Daniel joins
our pan-African sports platform to support football culture, local communities, and responsible engagement across Africa.”
“A man who carried the hopes of a nation, competed at the highest level, and continued to inspire generations long after hanging up his boots. This partnership is not about short-term visibility; it is about purpose. Daniel joins our Pan-African sports platform to support football culture, local communities, and responsible engagement across Africa.”
22Bet Nigeria Director of Operations Oluwafemi Olobayo noted that Amokachi’s leadership and status will be central to expanding the company’s community impact alongside existing brand ambassadors, including Togo legend Emmanuel Adebayor and former Kenya captain Victor Wanyama.
