SportPesa has unveiled a 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, totalling Sh120 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.
SportPesa Chief Commercial Officer Jason Gibson, while speaking during the event on Thursday in Nairobi, said the investment reflects the company’s belief in sport as a national asset and a pathway for talent development and its commercialisation.
Gibson said that 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.
“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,” said Gibson, adding that Kenya has exceptional sporting talent across disciplines, but talent alone is not enough.
He divulged that SportPesa has had a long history with boxing, working with Ultra Fight Series (UFS) to bring in title fights to Kenya.
“Launched yesterday, the SportPesa Boxing – Rising Stars will see an investment of Sh40,000,000 to strengthen talent pathways and revive Kenya’s presence on the continental boxing stage,” he said.
Gibson further said that other than being the primary sponsors of the Kenya rugby 7s national team – Shujaa – SportPesa is further injecting Sh40 million in cash and kind to aid the Kenya Rugby Union in staging a world-class HSBC SVNS2 tournament on February 14 and 15, 2026.
In Motorsports, he divulged that SportPesa has extended its existing partnership with six-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.
He said that the Sh40 million sponsorship spans two generations, supporting the seasoned rally driver and his son, an emerging talent being developed through SportPesa’s Tujiamini programme, a pathway designed to identify, nurture and inspire young Kenyans to pursue sporting excellence.
“Our journey in sport has always been intentional and remains focused on building meaningful partnerships, credible platforms and lasting impact,” added Gibson.
Kenya Rugby Union (KRU) Chairperson Harriet Okatch said, “This investment speaks to the everyday work behind Kenyan rugby, the training fields, the players, and 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.”
On his part, 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,” he said.
“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 Leonardo 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 Sh1.12 billion over a 10 year period.
The firm also locally sponsors historic clubs, Gor Mahia FC and Shabana FC, 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.
By Anita Omwenga
