SportPesa invests KES120m to boost Kenyan sports sector
The investment comes at a time when sports federations and athletes are facing tightening funding conditions.
Kenya.- SportPesa has stepped up its backing of Kenyan sport by investing KES120m (€789,000) in a multi-sport sponsorship programme covering boxing, rugby and motorsport.
The investment, split evenly at KES40m (€263,000) per discipline, comes at a time when sports federations and athletes are facing tightening funding conditions. It reinforces the growing importance of betting companies in sustaining professional sport in Kenya, as gambling-backed funding has become vital for athlete development, event organisation and wider sports-related economic activity.
Speaking at the programme’s launch in Nairobi, SportPesa Chief Commercial Officer Jason Gibson noted that the initiative was designed to position sport as a viable economic pathway rather than a side pursuit. He said: “Kenya has exceptional sporting talent across disciplines, but talent alone is not enough. Sustainable success requires investment, structure and belief. This sponsorship is about backing Kenyan athletes, supporting local systems and ensuring sport can thrive as a career, not just a passion.”
The funds earmarked for boxing is expected to support organised competitions, athlete training and professional promotion, helping fighters generate income opportunities both locally and internationally. UFS promoter Maurice Odera said the backing was crucial for restoring confidence in the sport’s commercial prospects.
He stated: “This partnership is about rebuilding belief in Kenyan boxing. With SportPesa’s support, we can develop fighters properly, promote them professionally and give them a real chance to compete beyond our borders.”
Rugby’s allocation will be in the form of cash and material support, enabling the Kenya Rugby Union to host the HSBC SVNS2 tournament in February. Beyond on-field outcomes, organisers expect the event to stimulate economic activity through ticket sales, hospitality, broadcasting and short-term employment linked to logistics and event operations.
KRU chairperson Harriet Okatch described the sponsorship as an investment in the sport’s foundations rather than headline moments.
The motorsports sponsorship is designed to advance both professional performance and youth participation, showcasing Kenya as a key destination for rallying. Together, the multi-sport programme underscores SportPesa’s commitment to nurturing talent, supporting grassroots development and strengthening Kenya’s sporting ecosystem across disciplines.
