By Yunus S. Saliu
The Gambia Football Federation (GFF) on Monday officially signed a major sponsorship agreement with global betting brand 1XBet, in a move aimed at strengthening the development and commercialization of football in the country.
The signing ceremony took place at the Gambia Football House in Kanifing and marks a milestone in the federation’s efforts to diversify revenue sources beyond traditional funding streams.
Speaking ahead of the ceremony, GFF President Lamin Kaba Bajo described the partnership as a significant achievement in attracting private sector investment into Gambian football.
“This is another laudable achievement for the federation as we continue to diversify our sources of income and maximize available resources,” Bajo said. “For many years, our funding was very limited, mainly coming from FIFA subventions and smaller support from the Confederation of African Football. Partnerships like this are therefore extremely important.”
Bajo highlighted the federation’s recent success in securing corporate partners after years of limited sponsorship opportunities. He cited previous collaborations with brands such as Baluwo, VISTA Bank, and APS Wallet, describing the 1XBet agreement as a further step in strengthening GFF’s commercial portfolio.
“Football and sponsorship partnerships are inseparable,” Bajo 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 emphasized the broader social and economic impact of football in The Gambia, noting that the sport provides a pathway for young players to achieve professional success both locally and abroad. Bajo also reaffirmed the federation’s commitment to grassroots development and nurturing young talents, citing the recent establishment of a FIFA Talent Academy as a key milestone.
GFF First Vice President Bakary K. Jammeh described the deal as validation of the federation’s growing brand and strategic vision.
“This partnership is a continuation of our national football development plan to expand funding sources beyond 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.”
Jammeh added that the sponsorship will initially focus on the first division league, with benefits extending to the entire football ecosystem, from grassroots academies to professional levels.
GFF Commercial Manager Safiatou Secka called the signing a significant milestone, noting that the partnership will inspire players, fans, and communities while strengthening Gambian football’s future.
Representing 1XBet, company delegate Dominic Mendy expressed appreciation to the federation and reaffirmed the company’s commitment to supporting football development in the country.
“For us, this cooperation is much more than sponsorship. It is a partnership built on shared values and a shared belief in the power of football,” Mendy said. He noted that the company aims to support both sports and social initiatives in The Gambia.
Officials from both sides expressed optimism that the agreement will mark the start of a long-term collaboration aimed at developing football nationally and creating opportunities for players and stakeholders.
The ceremony also featured a speech by Sang Dong John, Technical Director and Acting General Secretary of the GFF.
