SportPesa expands motorsport strategy with Safari Rally Kenya entry
Betting operator deepened local engagement through motorsport rally sponsorship in key East African market.
Kenya.- Betting operator SportPesa expanded into motorsport sponsorship with an entry at the Safari Rally Kenya, marking a strategic shift beyond football as it strengthens its presence in the country’s betting market.
The SportPesa-backed crew of Leonardo “Leo” Varese and navigator Kigo Kareithi competed in the national category at the 2026 Safari Rally Kenya, part of the World Rally Championship, held in Naivasha, Kenya in March.
SportPesa said: “This debut underscores SportPesa’s ongoing investment in sports, athlete development and fan engagement.”
The duo raced in a Toyota GR Yaris-based car, using the event as a competitive platform against a strong local field. The entry formed part of a reported KSh40m (€275,000) sponsorship initiative, underlining SportPesa’s continued focus on grassroots and professional sport in Kenya.
While the operator is best known for its football partnerships, the move reflected a broader diversification across multiple sporting verticals.
The Safari Rally remains one of Kenya’s most prominent sporting events, attracting both international audiences and strong domestic engagement. Its inclusion in the WRC calendar further elevated its commercial value, making it an attractive platform for brand exposure.
SportPesa’s involvement came amid ongoing competition among betting operators in East Africa, where marketing strategies were increasingly centred on local relevance, fan engagement and high-visibility partnerships. By aligning with a nationally significant event, the operator positioned itself to strengthen brand affinity beyond traditional football audiences.
