SportPesa was founded in Nairobi in 2014 and became Kenya’s first digital betting company.
Since day one, SportPesa has invested in sport and communities, creating long-term opportunities for athletes, clubs and wider society. We call this the SportPesa Effect.
The SportPesa Effect connects our customers with their favourite clubs and athletes. Every time customers play on the SportPesa platform, they know they are backing African sport — from grassroots teams to professional clubs and sporting infrastructure.
The SportPesa Effect in Kenya
In Kenya, this impact is visible across every level of sport. Since its launch, SportPesa has supported Kenyan sport through major investment in football, rugby, boxing, golf, cricket and community initiatives.
SportPesa has funded improvements to Kasarani Stadium, worked with the Football Kenya Federation, supported Shujaa in its return to the global sevens circuit, and backed leading football clubs including Gor Mahia, Shabana FC and Murang’a Seal.
Through the Tujiamini initiative, SportPesa has also created a platform for Kenyan talent beyond professional sport – supporting dancers, gamers, footballers, rugby players and young people working hard to turn ambition into opportunity.
The SportPesa Effect in Tanzania
Since launching in Tanzania in 2017, SportPesa has invested in football from grassroots to elite level, including partnerships with clubs such as Simba SC, Yanga SC, Singida United and Namungo FC.
SportPesa also supported the renovation of Tanzania’s National Stadium, reseeding the pitch and upgrading facilities to help create a better environment for players and fans.
Through initiatives such as the Shabiki Cup, SportPesa continues to support young players by giving them competitive experience, visibility and a pathway to progress.
The SportPesa Effect in South Africa
In South Africa, SportPesa’s impact is rooted in long-term partnerships and strengthened pathways to elite sports.
The company became a founding sponsor of Cape Town City FC, supporting both the senior team and the wider clubs.
SportPesa has also strengthened its commitment to South African rugby through its national sponsorship of the FNB Varsity Cup. The competition plays an important role in the country’s sporting ecosystem, creating a pathway from university sport into elite competition. Through this partnership, SportPesa is supporting structured development opportunities for both men’s and women’s university teams, helping the next generation of South African rugby talent gain experience and visibility.
SportPesa has also expanded its support for South African sport through partnerships with Varsity Football and the DHL Stormers, reinforcing its commitment to helping African athletes compete, grow and inspire their communities.
The SportPesa Effect Across the Continent
Across Kenya, Tanzania and South Africa, the SportPesa Effect is about creating lasting value through sport. This includes funding infrastructure, supporting clubs, backing athletes, developing talent and helping communities share in the success of the games they love.
By investing in African sport, SportPesa is helping to build stronger clubs, stronger communities and a stronger future for the continent’s sporting talent.
