In 2019, SportPesa made motorsport history by becoming the title sponsor for the Racing Point Formula One Team.

This was a groundbreaking move as we became the first-ever betting brand to do so. The collaboration marked a bold shift, aligning SportPesa with the global prestige and technological excellence of Formula One.

Rebranded as “SportPesa Racing Point F1 Team” for the season, the sponsorship demonstrated our commitment to innovation, entertainment, and sporting excellence. The sponsorship deal wasn’t just about visibility; it was a statement of intent—putting us on the international stage and creating impactful relationships within traditional sports institutions.

Reaching new audiences through partnership

Throughout the season, the partnership put SportPesa on the map – from team liveries and race gear to high-profile event marketing. With Formula One’s calendar spanning every continent, the collaboration introduced SportPesa to new audiences around the world, while giving our community a global platform.

For Racing Point, the sponsorship helped fund performance upgrades, enhance operations, and strengthen the team’s competitive positioning in the constructor standings.

Beyond the racetrack, our partnership also sparked conversations about the role of betting companies in major sports. By navigating regulatory landscapes and maintaining responsible messaging, SportPesa demonstrated effective ethical engagement while becoming part of one of the biggest sporting spectacles on the planet.