SportPesa Announces KSh120 Million Multi-Sport Investment to Boost Kenyan Sports
Kenya’s leading gaming brand, SportPesa, has unveiled a major KSh120 million multi-sport sponsorship package aimed at strengthening the country’s sporting ecosystem across boxing, rugby and motorsports.
The announcement was made in Nairobi on January 29, 2026, signaling a renewed and expanded commitment by the company to long-term sports development in Kenya.
According to SportPesa, the investment is designed to professionalize local sports, create sustainable athlete development pathways and position sport as a viable career option rather than a passion-driven pursuit.
By distributing the funding across multiple disciplines, the company hopes to impact both grassroots and elite levels, while giving Kenyan athletes greater visibility on continental and global stages.
SportPesa: Investing Beyond Sponsorship
Speaking at the launch, SportPesa Chief Commercial Officer Jason Gibson said the initiative goes far beyond branding or sponsorship visibility.
“Kenya has world-class talent across many sports, but talent alone does not guarantee success,” Gibson said. “What athletes need is structure, belief and sustained investment. This programme is about building systems that allow sport to thrive as a profession.”
KSh40 Million Set Aside for Boxing Revival
Boxing will receive KSh40 million through the SportPesa Boxing and Rising Stars programmes, aimed at rebuilding the sport’s development pipeline and restoring Kenya’s competitiveness on the African boxing scene.
The initiative builds on SportPesa’s earlier collaboration with the Ultra Fight Series (UFS), which brought major title bouts back to the country.
UFS promoter Maurice Odera welcomed the renewed partnership, describing it as a turning point for the sport.
“This support gives us the ability to develop fighters properly, promote them professionally and prepare them to compete internationally,” Odera said.
Rugby Gets Boost Ahead of HSBC SVNS2
Another KSh40 million both in cash and in-kind has been committed to Kenyan rugby, with SportPesa supporting the Kenya Rugby Union (KRU) ahead of the HSBC SVNS2 tournament scheduled for February 14–15.
In addition to its ongoing sponsorship of the national sevens team, Shujaa, the funding will support hosting logistics and development structures within the sport.
KRU Chairperson Harriet Okatch noted that the partnership focuses on the foundation of the game.
“This investment supports the unseen work—training facilities, player development and long-term pathways. That is how rugby grows sustainably,” she said.
Motorsport Completes the Trio
Motorsport development rounds out the sponsorship, with KSh40 million allocated to the SportPesa Racing Stars programme.
The funding extends SportPesa’s partnership with six-time Kenya National Rally Champion Leonardo Varese as he prepares for the 2026 WRC Safari Rally Kenya. The programme also supports Varese’s son under the SportPesa Tujiamini initiative, marking a rare multi-generational investment in Kenyan rallying.
“Rallying has shaped my life, and seeing my son receive structured support to pursue the same dream is incredibly meaningful,” Varese said.
A Decade-Long Legacy in Kenyan Sport
This latest investment adds to SportPesa’s long-standing involvement in Kenyan sports, which includes more than KSh1.12 billion invested over the past decade in the former SportPesa League and continued backing of clubs such as Gor Mahia FC, Shabana FC and Murang’a SEAL.
On the international stage, the company has also made history as the first African brand to sponsor a Formula One team.
“Our focus has always been on purposeful partnerships that create real impact,” Gibson concluded. “This investment is another step in building a stronger, more sustainable future for Kenyan sport.”
