By Jameson
SportPesa has launched a major multi sport sponsorship investment spanning boxing, motorsports and rugby, reaffirming its long term commitment to the growth, professionalism and sustainability of Kenyan sport.
The investment, totaling KSh 120 million, marks a strategic expansion of SportPesa’s sports development agenda. It supports 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 said the investment reflects the company’s belief in sport as a national asset and a pathway for talent development and commercialization.
“Kenya has exceptional sporting talent across disciplines, but talent alone is not enough,” said Gibson.
“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 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 a long history with boxing, having worked with Ultra Fight Series to bring title fights to Kenya. Launched today, the SportPesa Boxing Rising Stars initiative will see an investment of KSh 40 million to strengthen talent pathways and revive Kenya’s presence on the continental boxing stage.
UFS promoter Maurice Odera said the partnership is aimed at restoring confidence in the sport.
“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,” he said.
HSBC SVNS2 Backing Kenya Sevens Ambition
In addition to being the primary sponsor of the Kenya rugby sevens national team Shujaa, SportPesa is injecting a further KSh 40 million in cash and kind to support the Kenya Rugby Union in staging the HSBC SVNS2 tournament scheduled for February 14 and 15.
Kenya Rugby Union Chairperson Harriet Okatch welcomed the sponsorship, saying it strengthens the foundation of the sport.
“This investment speaks to the everyday work behind Kenyan rugby, the training fields, the players and the pathways. That is how you build a sport that lasts. Working together with corporates like SportPesa confirms we are ready to host the SVNS2 tournament,” she said.
SportPesa Racing Stars
In motorsports, SportPesa has extended its partnership with six time Kenya National Rally Champion Leonardo Varese ahead of the 2026 WRC Safari Rally Kenya, reaffirming its commitment to a sport where Kenya commands global respect.
The KSh 40 million sponsorship supports two generations, backing the seasoned rally driver and his son, an emerging talent being developed through SportPesa’s Tujiamini program. The initiative is 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 do not take lightly,” said Varese, a 2WD Kenyan rally legend.
The multi sport sponsorship builds on SportPesa’s legacy of supporting sports in Kenya. Locally, the brand has played a key role in the growth of the top tier SportPesa League, investing KSh 1.12 billion over a 10 year period. The firm also sponsors historic clubs including Gor Mahia FC, Shabana FC and Murang’a SEAL, contributing to improved competitiveness, fan engagement and club sustainability.
Beyond Kenya, SportPesa has demonstrated that local brands can compete on the global stage. In 2019, the company became the first homegrown African firm to sponsor a Formula 1 team through its partnership with 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,” Gibson said.
