Following success in Kenya and Tanzania, SportPesa turned its attention to the UK where it announced a sponsorship deal with Everton FC. This partnership deal coincided with SportPesa opening an office in Liverpool, its first office outside of Africa.

The partnership with Everton FC was built on shared values by Everton and SportPesa about supporting the community.

Everton in the Community, the football clubs’ local community initiative was supported by SportPesa throughout the partnership.

As part of the sponsorship, SportPesa became a founding partner of Everton in the Community’s mental health initiative, “The People’s Place”.

The campaign involved building a mental health facility close to its home ground, Goodison Park to support anyone in the community who may be suffering with their mental health.

Supporting mental health through sport

As way to raise further mental health awareness, SportPesa agreed to raise funds for the initiative by starting the “Goals that Give” campaign, which saw SportPesa donate £1,000 for every goal Everton scored at Goodison Park for the entire length of the partnership.

The focus of the partnership between Everton in the Community and SportPesa was to give those people living in the community who may need support for mental health a place to seek help.