SportPesa is an online gambling company that was founded in 2014. Based in Liverpool, it offers a wide range of gambling products, including sports betting, live betting, online casinos, and virtual games. The company operates in several countries, including Kenya, Tanzania, South Africa, the Isle of Man, and the UK.
Ownership and Operations
SportPesa operates as a private company in each market, where the brand is represented by locally licensed entities that are responsible for ensuring compliance with local regulations. These operators are entrusted with managing their business operations in accordance with each jurisdiction’s legal requirements.
Products and Services
SportPesa primarily focuses on online sports betting, offering customers a chance to wager on a variety of sports. With over 80 different sports available for betting, football remains the core sport, alongside basketball, tennis, rugby, ice hockey, and more. Other products include:
- Casino Games: Over 800 games such as Aviator, roulette, slots, video poker, and live casino games.
- Jackpot Games: Opportunities for customers to win large prizes by placing bets on selected games and events.
- E-Sports Betting: Betting on virtual sports events and video game competitions.
Involvement in Sports
Kenya
In Kenya, SportPesa has significantly impacted local sports by sponsoring numerous events and teams. It has worked to improve the grassroots football structure in the country, sponsoring various local football tournaments such as the Super 8 Premier League in 2015, which later grew into a full-fledged league. The company has also sponsored prominent teams like Gor Mahia, AFC Leopards, and the Harambee Stars (Kenya’s national football teams).
SportPesa’s Kits for Africa initiative, launched in 2015, encouraged football fans to donate old kits to underprivileged grassroots teams. Furthermore, Fatuma Zarika, Kenya’s first female WBC world super bantamweight champion, became a SportPesa ambassador in 2016, promoting the brand and its support for women in sports.
Tanzania
In Tanzania, SportPesa has been active since 2017, hosting several international football clubs like Everton and Sevilla. The company also organized the SportPesa Cup, which brought together Kenyan and Tanzanian teams for a competitive football tournament. Additionally, SportPesa Tanzania played a pivotal role in renovating the Dar es Salaam National Stadium in 2018.
South Africa
SportPesa entered South Africa in 2017, where it became the title sponsor for Cape Town City F.C. in the South African Premiership. The company also partnered with Cell C, a South African mobile operator, to offer SportPesa services via USSD and SMS, catering to users in areas with limited internet access.
Global Partnerships
- Football Clubs: In 2016, SportPesa became the official betting partner of Arsenal FC and later signed major deals with Everton FC in 2017, and Hull City. These partnerships allowed SportPesa to gain visibility in European football.
- Formula 1: SportPesa became the title sponsor for the Racing Point F1 Team in 2019, renaming the team to SportPesa Racing Point F1 Team.
Sponsorship of Sports Events
SportPesa has sponsored major sports events in East Africa, including the SportPesa Super Cup. The tournament, which featured top teams from Kenya and Tanzania, provided an opportunity for the winning team to face Everton FC in an exhibition match. The event was a notable milestone in East African sports.
Recognition and Awards
- 2016: SportPesa won the Best African Sponsorship Award at the Discovery Sports Industry Awards (DSIA).
- 2017: The company was recognized as a Superbrand in Kenya and was ranked 13th in the list of the best companies in Kenya.
Corporate Social Responsibility
SportPesa has engaged in community outreach programs, especially in Tanzania, where it has funded the construction of the Kizimkazi Dispensary in Southern Unguja District in Zanzibar. The company also launched the ‘Coaches to Count On’ initiative, which runs football clinics for aspiring coaches in Kenya, Tanzania, and South Africa, in partnership with Arsenal FC.
