SportPesa was recognised as a finalist in the 2025 Africa SABRE Awards (Superior Achievement in Branding, Reputation and Engagement) for its Tujiamini Initiative.
SportPesa earned a Certificate of Excellence among four other finalists in the Eastern Africa region, out of more than 500 entries and 120 campaigns shortlisted. The award ceremony, which took place in Kenya on 12 June, brought together brands from across all sectors in Africa.
Tujamini was founded by SportPesa with an ambition to empowering talent from across Kenya through sponsorship programmes in sports and the arts. The initiative provides a range of support, including financial assistance and mentorship to talented young people so they have what they need to achieve their dreams.
30 Million shillings was awarded in Tujiamini grants in its first year, and plans are in place to make the second year even bigger and better. The plans include restructuring the awards categories to include community-owned and run projects.
Jason Gibson, Chief Commercial Officer, SportPesa, said:
“I am incredibly proud of the Tujiamini initiative and the work we do to support exceptional talent across Kenya. Many of the Tujiamini winners would not be able to chase their dreams without this essential support, including funding, exposure and the right training programmes. Tujiamini gives talented young people the opportunity to be their best.
“We were delighted to see Tujiamini recognised at the SABRE Awards, only one year after the initiative was launched. I am looking forward to expanding the Tujiamini initiative next year, so we can support even more young people to achieve their dreams.”
Visit the Tujiamini website to find out more information about the initiative.
About SportPesa
SportPesa was founded in Nairobi in 2014 as the first digital betting company in Kenya, providing opportunities for people to bet on the sports they love via SMS.
Now, with operations in Kenya, Tanzania, and South Africa, SportPesa is one of Africa’s most recognised brands, bringing the best odds, casino games and latest sporting news to its customers across Africa.
Beyond gaming, SportPesa understands the responsibility it has to its communities, African sport and society. That’s why it has provided essential grassroots funding and sporting infrastructure to communities and teams across Africa.
By playing on the SportPesa platform, customers are investing in their clubs, communities and countries. We call this the SportPesa effect.
