The new sponsorship builds on SportPesa’s long-standing involvement in Kenyan sports
By Maximilla Wafula
Nairobi, Kenya -Kenya’s sporting landscape received a major lift yesterday after SportPesa unveiled a Sh120 million multi-sport sponsorship programme aimed at nurturing talent, restoring professionalism, and opening clearer pathways for athletes across the country.The initiative, launched at Uhuru Park, will support rugby, boxing, and motorsports three disciplines seen as critical to Kenya’s sporting identity and future competitiveness. The programme signals a renewed push to strengthen grassroots structures while sustaining elite performance.
Speaking during the launch, SportPesa Head of Marketing Senorine Wasike said the company’s approach was guided by the belief that Kenyan sport extends beyond a single discipline and deserves inclusive investment. “Sport has many faces, and our support must reflect that diversity,” Wasike noted. “This programme is about building systems that allow talent to grow from the grassroots to the international stage.” A significant portion of the funding Sh40 million has been directed to the SportPesa Boxing Rising Stars initiative, which seeks to revive Kenya’s standing in continental boxing by identifying and nurturing young talent. Ultra Fight Series promoter Maurice Odera welcomed the partnership, describing it as a timely boost for a sport that has struggled with confidence and consistency.
Rugby will also benefit, with SportPesa committing Sh40 million in cash and kind to support the Kenya Rugby Union in hosting the HSBC SVNS2 tournament. The sponsorship further strengthens SportPesa’s role as the main backer of the national sevens team, Shujaa. Motorsports were not left out, as another Sh40 million will go toward supporting six-time national rally champion Leonardo Varese and his son through the SportPesa Tujiamini programme, ahead of the 2026 World Rally Championship Safari Rally Kenya.
SportPesa Chief Commercial Officer Jason Gibson said the firm views sport as both a national asset and a viable career path for young Kenyans. “Kenya has exceptional talent, but talent alone is not enough,” Gibson said. “Sustainable success requires investment, structure, and belief.” The new sponsorship builds on SportPesa’s long-standing involvement in Kenyan sports, including over Sh1.12 billion invested in the SportPesa League over the past decade, support for clubs such as Gor Mahia FC, Shabana FC, and Murang’a SEAL, as well as its landmark Formula One sponsorship in 2019.
With the latest investment, SportPesa positions
itself once again as a key player in shaping the future of Kenyan sport on and
off the field.
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