2025 has been an extraordinary year for SportPesa Kenya, marked by transformative partnerships, record-breaking achievements, and a deepening commitment to grassroots development and community empowerment.
Elevating Kenyan football: The SportPesa League
The year saw the historic launch of the SportPesa League, a bold rebranding of Kenya’s top-tier football competition in partnership with the Football Kenya Federation (FKF). This 10-year sponsorship, valued at KSh 1.12 billion, is set to revolutionise the sport, with 60% of funds going directly to clubs and enhanced player welfare initiatives. The league’s new era kicked off in September, promising a pathway for local talent to shine on the national and international stage. As Ronald Karauri, CEO of SportPesa, put it: “Football in Kenya will reclaim its lost glory. Over the years, we will steadily make great progress and strides.”
Grassroots and community: The Tujiamini effect
The Tujiamini Initiative continued to make waves, earning recognition at the 2025 Africa SABRE Awards and expanding its support for grassroots football through the Cheza Dimba tournament. This year, Tujiamini awarded over KSh 30 million in grants and celebrated community heroes like Busia Border FM 89.9 and Mr Henry’s dairy farm, both using their Gold Community Awards to uplift local youth and create lasting social impact. Jason Gibson, Chief Commercial Officer, highlighted: “Tujiamini gives talented young people the opportunity to be their best.”
SportPesa National Rugby 7s Circuit
2025 also saw SportPesa continue its support for Kenyan rugby with a KSh 15 million investment in the 2025 National Rugby 7s Circuit, supporting six hosting clubs across Mombasa, Nakuru, Nairobi, Embu, and Kisumu. The support, which spanned over three-months, saw SportPesa’s investment go towards tournament fees, fan engagement, and prize money – KSh 300,000 for winners, KSh 150,000 for runners-up, and KSh 100,000 for third place. This investment is part of SportPesa’s wider commitment to developing rugby talent from grassroots to national level. Congratulations to KCB Rugby, who won the tournament, Strathmore Leos, who were the runners-up, and Menengai Oilers who took third place.
Reviving Boxing in Kenya
With a history of hosting some of Kenya’s most notable boxing events, SportPesa reaffirmed its commitment to the sport in 2025 through a KSh 5 million investment to rebuild competitive platforms and support athletes. SportPesa launched the SportPesa Boxing initiative, bringing together some of the best boxing talent from Kenya, Uganda, Tanzania, Sweden, and Belgium. This initiative builds on the support SportPesa has provided to Kenyan boxing for almost a decade. The partnership with Fatuma “Iron Fist” Zarika saw the Kenyan boxing talent become an internationally recognised name and Zarika’s community supported through SportPesa-led initiatives.
Sporting success and recognition
SportPesa’s commitment to nurturing talent was on full display as the Nondescripts RFC, Kenya’s oldest rugby club, made a triumphant return to the Impala Floodlit final – a testament to the resilience and support provided by SportPesa sponsorships.
Changing lives through the SportPesa jackpot
This year saw a lucky player win the biggest-ever SportPesa mega jackpot after he correctly predicted the outcome of 17 football matches. Bonnie Kamau made history by winning a staggering Ksh. 424,660,618, with a stake of just Ksh. 99. Bonnie was the fifth person to win the mega jackpot since its launch in 2014, and the first winner since 2018.
Innovation and industry leadership
2025 also saw SportPesa crowned Kenya’s top betting brand at the Excellent Brands Awards, reflecting its leadership in innovation, responsible gaming, and community engagement. The launch of Turbo League, a new virtual football game in partnership with Kiron Interactive, further cemented SportPesa’s reputation for delivering cutting-edge entertainment to Kenyan players.
Looking ahead
As SportPesa looks to 2026, our mission remains clear: to invest in Kenyan sport, empower communities, and create opportunities for all. By playing on the SportPesa platform, customers are not just enjoying the thrill of the game – they are also investing in their clubs, communities, and Kenya’s sporting legacy.
