SportPesa Unveils Sh120m Multi-Sport Sponsorship Drive to Boost Kenyan Sports

By Bruno Aero Family Media Staff Writer

Nairobi, Kenya - SportPesa has launched a Sh120 million multi-sport sponsorship programme, targeting rugby, boxing, and motorsports, in a bid to strengthen grassroots development, professionalise local sporting systems, and create structured pathways for Kenyan athletes.

The initiative, unveiled at Uhuru Park, reflects SportPesa's long-term commitment to the growth, professionalism, and sustainability of Kenyan sports. Speaking at the launch, SportPesa Head of Marketing Senorine Wasike emphasized the brand's belief in the diversity of sports and the need for support across disciplines.

This programme is designed to strengthen grassroots development, professionalise local sporting systems, and create structured pathways for Kenyan athletes," Wasike said. "Sport has many faces, and our support must reflect that diversity."

Under the programme, Sh40 million has been allocated to SportPesa Boxing – Rising Stars, aimed at strengthening talent pathways and reviving Kenya's continental boxing presence. Ultra Fight Series promoter Maurice Odera welcomed the partnership, saying it would help rebuild confidence in the sport.

SportPesa has also committed Sh40 million in cash and kind to support Kenya Rugby Union in staging the HSBC SVNS2 tournament, reinforcing its role as the primary sponsor of Kenya Sevens (Shujaa). Additionally, Sh40 million will support six-time national rally champion Leonardo Varese and his son through the SportPesa Tujiamini programme ahead of the 2026 WRC Safari Rally Kenya.

SportPesa Chief Commercial Officer Jason Gibson emphasized the firm's belief in sport as a national asset and a viable career. "Kenya has exceptional talent, but talent alone is not enough," Gibson said. "Sustainable success requires investment, structure, and belief."

The sponsorship builds on SportPesa's legacy in Kenyan sport, including Sh1.12 billion invested in the SportPesa League over a decade, support for Gor Mahia FC, Shabana FC, and Murang'a SEAL, and its historic Formula One sponsorship in 2019.