SportPesa has long recognised that women athletes across Africa face structural barriers that limit participation, pathways and professional growth. Through strategic investments at elite, grassroots and community levels, the company continues to play a meaningful role in expanding opportunities for women and girls in sport.

Here are the five ways that SportPesa is supporting female athletes and driving impact.

1. Championing Elite Athletes

SportPesa has supported some of Africa’s most accomplished female athletes, including Kenya’s world‑renowned boxer Fatuma “Iron Fist” Zarika. As the first Kenyan woman to hold a WBC world title, Zarika’s journey represents what can be achieved when athletes are given the resources and visibility they need to excel at their sport.

Through a range of partnership across Africa, SportPesa has helped ensure female champions receive the recognition, training environments and competitive opportunities they deserve.

2. Developing University Pathways for Women

SportPesa has supported women’s sport in South Africa through the Varsity Football Women’s Tournament, a platform that celebrates the skill, discipline and excellence of student athletes across the country. The tournament showcases emerging women footballers from leading universities, providing them with national visibility and a competitive environment to accelerate their development.

The 2025 Varsity Football Women’s Tournament highlighted the growing momentum of women’s football at university level. Teams competed in a high‑performance setting that mirrored the demands of professional sport, giving players a vital pathway into elite leagues.

By backing the tournament, SportPesa contributes to strengthening the women’s football pipeline, ensuring young women are supported at a critical stage in their sporting journey. It also helps elevate the profile of women’s sport in South Africa more broadly – an essential step in creating equitable opportunities in football.

3. Empowering Women Through Community-Led Organisations

Through Tujiamini, SportPesa provides direct funding to grassroots organisations – including those focused on empowering girls through sport.

The initiative has provided substantial funding to women’s organizations, such as the KSh 500,000 grant awarded to Box Girls Kenya, which has empowered over 4,000 young women since 2007.

Meanwhile Fridah Ndinda, a 10,000m runner, was recognized as the first female Tujiamini gold winner. Fridah received a Ksh 500,000 cash prize, as well as training kits and mentorship to help her become a top-flight athlete.

By resourcing groups that already understand their communities, SportPesa amplifies local leadership and ensures its contribution delivers durable impact.

4. Building the Next Generation Through Youth Football

Cheza Dimba, one of SportPesa’s flagship youth football programmes, plays a significant role in giving girls access to competitive football. The initiative supports local, regional, and branch league teams, and has specifically supported girls’ teams like Rongai Allstars Queens, Uhola Queens, and Green Blades SPASS ladies. For example in 2024, Rongai All Stars Queens secured the Tujiamini Initiative Gold Award – KSh 500, 000 cash.

By offering structured tournaments, professional coaching and talent identification, the programme introduces girls aged 13–18 to environments where their sporting potential is celebrated and developed.

Early participation helps shift cultural perceptions, making sport more accessible and accepted for girls across Kenya.

5. Supporting Women’s Health and Wellbeing Beyond the Field

SportPesa’s commitment to supporting women’s health and wellbeing extends beyond sport.

In 2021, SportPesa launched the Maternal Health Care programme in Kenya, addressing systemic inequalities that directly affect women’s ability to thrive. This investment recognises that supporting women requires holistic action: better healthcare, improved economic opportunities and safe environments alongside access to sport.

Driving Equity Through Sport

Women’s sport across Africa is experiencing a pivotal moment of growth. Through elite sponsorships, grassroots investments and community‑driven partnerships, SportPesa continues to play an important role in this progress.

SportPesa’s long‑term ambition is to help build an environment where women in sport have the pathways, support and recognition needed to succeed at every level.