SportPesa Unveils Kshs 120 Million Multi-Sport Sponsorship Investment in Kenya

Investment spans boxing, rallying and rugby as SportPesa deepens Kenya-first sports development, targeting talent pathways, global exposure and long-term sustainability.

SportPesa has launched a major multi-sport Kenyan sponsorship investment, spanning Boxing, Motorsports and Rugby, reaffirming its long-term commitment to the growth, professionalism and sustainability of Kenyan sport.

The investment, totaling Kshs. 120 million, marks a strategic expansion of SportPesa’s sports development agenda, supporting multiple sporting disciplines while strengthening local sports ecosystems and creating structured opportunities for Kenyan athletes.

Speaking at the event, SportPesa Chief Commercial Officer, Jason Gibson says the investment reflects the company’s belief in sport as a national asset and a pathway for talent development and its commercialization.

“Kenya has exceptional sporting talent across disciplines, but talent alone is not enough,” said Jason.

“Sustainable success requires investment, structure and belief. SportPesa sponsorship is about backing Kenyan athletes, supporting local systems and ensuring sport can thrive as a career, not just a passion.”

The multi-sport approach is designed to deepen impact at grassroots and elite levels, while working closely with federations, athletes and partners to unlock long-term value.

SportPesa Boxing-Rising Stars

SportPesa has had a long history with boxing, working with Ultra Fight Series (UFS) to bring in title fights to Kenya. Launched today, the SportPesa Boxing-Rising Stars, will see an investment of Kshs. 40,000,000 to strengthen Kenyan talent pathways and revive it’s presence on the continental boxing stage.

UFS promoter Maurice Odera said, “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.”

HBSC SVNS2 – Backing Kenya 7s Ambition

Other than being the primary sponsors of the Kenya rugby 7s national team – Shujaa, SportPesa is further injecting Kshs. 40 million in cash and kind to aid Kenya Rugby Union stage a world-class HSBC SVNS2 tournament on 14^th & 15^th February.

“This investment speaks to the everyday work behind Kenyan rugby — the training fields, the players, the pathways. That’s how you build a sport that lasts. Working together with corporates as SportPesa confirms we are ready to host the SVNS2 tournament,” said Kenya Rugby Union (KRU) Chairperson Harriet Okatch.

SportPesa Racing Stars – Two Generations, One Legacy

In Motorsports, SportPesa has extended its existing partnership with 6-time Kenya National Rally Champion Leonardo Varese ahead of the iconic 2026 WRC Safari Rally Kenya, reaffirming its commitment to a sport where Kenya commands global respect.

The Kshs. 40 million sponsorship spans two generations – supporting the seasoned rally driver and his son, an emerging talent being developed through SportPesa’s Tujiamini program, a pathway designed to identify, nurture and inspire young Kenyans to pursue sporting excellence.

“Rallying has given my family everything. To now see my son supported to chase the same dream is something I don’t take lightly,” noted Varese, a 2WD Kenyan rally legend.

The multi-sports sponsorship builds on SportPesa’s strong legacy of supporting sport in Kenya. Locally, the brand has played a key role in the growth of the top-tier Sportpesa League where it invested Kes. 1.12 billion over a 10-year period. The firm also locally sponsors historic clubs, Gor Mahia FC, Shabana FC and Murang’a SEAL, contributing to improved competitiveness, fan engagement and club sustainability.

Beyond Kenya’s borders, SportPesa has also demonstrated that local brands can operate on the global stage. In 2019, the company made history as the first homegrown African firm to sponsor a Formula 1 team, the SportPesa Racing Point F1 Team.

“Our journey in sport has always been intentional and remains focused on building meaningful partnerships, credible platforms and lasting impact,” concluded Gibson.