In a powerful nod to Nigeria’s thriving startup ecosystem, Martech Store has emerged the grand prize winner of the Bet9ja Foundation’s ScaleUp Business Pitch Challenge, walking away with a N10 million grant. The win is a significant boost for the innovative marketing technology company, which now stands poised to scale its operations and drive deeper impact across the country’s digital economy.
The grant comes at the culmination of a rigorous four-month accelerator that saw ten early-stage startups taken through an intensive growth journey. Organised by the Bet9ja Foundation, the ScaleUp Business Pitch Challenge is one of Nigeria’s premier entrepreneurship programs, designed to provide funding, mentorship, and national visibility to high-potential SMEs.
Martech Store’s performance during the accelerator and at Demo Night clearly set it apart, earning praise from mentors and judges for its scalable business model and market relevance. The N10 million prize is expected to fast-track the company’s expansion plans, support product development, fuel job creation, and drive technological innovation.
Speaking after the win, the Executive Director of the Bet9ja Foundation, Ada Cuomo, said:
“This N10 million award is not just an investment in a single company, but a testament to our belief in the power of Nigerian entrepreneurs to create a prosperous future for our nation.”
She emphasized that the ScaleUp initiative reflects the Foundation’s deep commitment to nation-building through entrepreneurship. “Martech Store exemplifies the innovation and drive that we aim to foster,” she added.
Since inception, the Bet9ja Foundation—philanthropic arm of Nigeria’s foremost sports betting company—has focused on addressing critical social challenges through strategic investments in education, healthcare, sports, community development, and youth empowerment. The ScaleUp Pitch Challenge is one of its flagship programs, targeting high-growth sectors like technology, agriculture, fashion, food, manufacturing, and services.
All participating startups went through over 25 hours of structured learning, guided by more than 15 expert mentors. The accelerator wasn’t just about pitching ideas—it was about building sustainable businesses. Participants received practical insights into financial planning, market positioning, scaling strategies, and more. In total, N30 million in grants were disbursed among finalists, with Martech Store securing the largest single share.
The journey doesn’t end at Demo Night. The Foundation has pledged continued support through follow-on mentorship, access to further grant opportunities, funding networks, and potential partnerships, ensuring that participating startups receive long-term support beyond initial funding.
With a strong vision and the right support, Martech Store is now positioned to not only scale but to become a leading force in Nigeria’s marketing tech industry.
Through initiatives like this, the Bet9ja Foundation is playing a critical role in building a resilient and diversified economy—one business at a time.
