The Nigerian ex-football player has agreed a four-year deal with Sportsbet.io that will see him feature across a range of promotions, alongside so-called “special activities.”

“Signing for Sportsbet.io was the perfect opportunity to join the crypto revolution,” said Kanu. “I’ve already seen how crypto can be a force for good in our world, with the Kanu Heart Foundation receiving significant bitcoin donations. I’ll be working closely with the team at Sportsbet.io to help spread the word.”

Founded in 2016 as part of Yolo Group, Sportsbet.io is a bitcoin-led betting site that is currently seeking to capitalise on the growing popularity of cryptocurrency in Africa, among other locations.

To this end, Kanu is the latest in a string of African celebrities with whom Sportsbet.io has partnered. Previous personalities include Kenyan rapper King Kaka and South African rapper Cassper Nyovest, as well as Afropop star Tekno Miles.

In addition, Sportsbet.io hosted an “Ahead of the Game” event in Lagos, Nigeria last month, where Kanu joined several hundred people to watch his old team Arsenal take on Manchester United.

As part of a one bitcoin (BTC) giveaway at the event, a 250-millibitcoin (mBTC) donation was made to the Kanu Heart Foundation.

“Nwankwo Kanu needs no introduction, he’s a true football legend and it’s an absolute honour to see him join Team Sportsbet.io,” said Albert Climent, Head of Africa at Sportsbet.io.

“More people around the world are learning that the best way to bet is with crypto. Keep posted for some very special promotions involving Kanu and our other fantastic ambassadors.”