SportPesa signs 10-year sponsorship deal with FKF
The partnership comes after a prolonged period of financial uncertainty for FKF, which has in recent years struggled to secure steady corporate support.
Kenya.- SportPesa has officially sealed a landmark ten-year sponsorship deal with the Football Kenya Federation (FKF), marking a major milestone in the development of Kenyan football. The agreement, estimated to be worth KES 1.3 billion (€8.6m), signals a renewed commitment by the betting firm to invest in the country’s football ecosystem after years of absence from official sponsorship.
The partnership comes after a prolonged period of financial uncertainty for FKF, which has in recent years struggled to secure steady corporate support. This funding shortfall prompted National Assembly Speaker Moses Wetang’ula to ask MPs last month to review the Sports Act and Fund Management to ensure local sports clubs benefit directly from the annual fund allocations.
SportPesa’s return marks a significant financial lifeline for the league as well as an upgrade on previous sponsorship dynamics. In 2016, the betting operator signed a five-year deal with FKF valued at KES 450 million (€3m) but exited the scene in 2019 following regulatory disputes. Since then, the league has seen intermittent support, including a short-lived deal with BetKing and temporary government assistance.
FKF President, Hussein Mohammed, described the partnership as a major advancement for Kenyan football. He noted: “This marks a transformative chapter for the FKF Premier League. After a long period without consistent support from the private sector, today’s agreement with SportPesa signals a turning point. We thank SportPesa for believing in our vision and joining us on this journey. We look forward to delivering on the trust they’ve placed in us.”
With this decade-long sponsorship, SportPesa aims to inject consistent funding to stabilise and revitalise the FKF Premier League. The package includes club support, youth development and marketing efforts, potentially extending to streaming partnerships and digital engagement that could raise the league’s visibility across Africa.
SportPesa CEO, Ronald Karauri, reaffirmed the company’s dedication to supporting the growth of football in Kenya. He said: “We are excited to return to Kenyan football and partner with FKF once again. We believe football in Kenya has great potential, and through this partnership, we want to be part of the journey to restore the game to its rightful place. We are confident that with collaboration and shared effort, we will rebuild and strengthen our league, our clubs and our national pride.”
The deal has been met with optimism across the local football fraternity, with analysts projecting long-term growth for clubs, increased opportunities for young talent and enhanced professionalism in league operations. With Kenya also bidding to co-host the 2027 Africa Cup of Nations, the partnership is timely and strategic.
