- SportPesa CEO Ronald Karauri has explained why gaming giants SportPesa entered a 10-year partnership with FKF.
- The leading gaming giant is now the official title sponsor of Kenya’s top-flight league which will be known as the SportPesa League for the next 10 years.
- The decade-long partnership will kick off with a KSh 85 million investment in the first year, gradually increasing to KSh 145 million by the tenth year.
SportPesa CEO Ronald Karauri has explained the primary reason behind the long-term agreement with the Football Kenya Federation, which has made the leading gaming firm the official sponsor of Kenya’s top-flight league – now known as the SportPesa League, for the next decade.
Valued at Sh1.12 billion, the deal was finalized a few weeks ago and signifies SportPesa’s firm commitment to nurturing and expanding the football landscape in Kenya.
The decade-long partnership will begin with an Sh85 million investment in the first year, gradually increasing to Sh145 million by the tenth year.
Of this, 60% of the funds will directly support the 18 participating clubs, while 40% will be allocated to the federation to manage the league’s operations.
On Tuesday, September 16, Karauri and FKF President Hussein Mohammed officially launched the new SportPesa League name and logo, marking the brand’s significant return to Kenyan football, following its earlier sponsorship stint between July 2015 and November 2019.
ALSO READ: SportPesa League officially launched ahead of 25/26 season
Why SportPesa’s long-term Commitment for SportPesa League?
Speaking after the unveiling, Karauri elaborated on the rationale behind the decade-long partnership and how it will promote stability, especially for clubs that are not corporately backed.
A long-term partnership is crucial for the stability of the clubs. Prize money is one aspect but consistency is another,” Karauri stated.
Some teams enter the premier league but are unable to sustain themselves and end up dropping out – not because they lack talent, but due to instability. That’s why we opted for a lengthy agreement.
We could have chosen a short-term contract, pumped in money purely for marketing, and exited when immediate value wasn’t apparent. Instead, this long-term commitment brings sustained value with SportPesa as the league sponsor.”
ALSO READ: SportPesa League winners to pocket 15 million in prize money
What key contributions will SportPesa bring as the main sponsor?
The CEO emphasized that the core objective of the deal is to support the growth of local football while engaging with Kenyan fans.
”SportPesa is entering this as a partner. Our key focus is on promoting the local league and connecting with supporters. While other sponsors might have quantified their investment differently, the amount we’ve committed is going directly to the federation.”
SportPesa League to seek partnership with KBC for free-to-air matches
Karauri also mentioned that discussions will be held with the Kenya Broadcasting Corporation (KBC) to ensure fans who cannot afford Azam TV can still watch matches free of charge.
The company has also allocated a budget for league promotion.
”We have our own costs for promoting the league. As mentioned, we plan to engage with local broadcasters, particularly KBC, to make sure games are accessible free-to-air. This way, fans who can’t pay for the main broadcaster, Azam TV, can still enjoy the matches. That’s one of our key initiatives.”
ALSO READ: Gaming giants SportPesa pump over 1 billion in 10-year deal with Football Kenya Federation
SportPesa to leverage influencers and enhance fan engagement
Additionally, SportPesa intends to collaborate with influencers to promote the league and encourage more Kenyans to attend matches and support their favorite teams in person.
”Another role we have as SportPesa is to enhance the matchday experience. Beyond broadcasting, we want to encourage stadium attendance by making football more enjoyable and visible.
We’ve seen through CHAN that football is entertaining, but that hasn’t been fully communicated here. We want to work with influential social media personalities to showcase how exciting the game is – and inspire fans to experience it live in the stadiums.”
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The 2025/26 SportPesa League Season officially kicks off on 20th September with a thrilling lineup of fixtures, with live broadcast coverage provided by Azam TV.
25/26 SportPesa League Matchday 1 fixtures
- Tusker vs KCB – Nyayo Stadium (Friday, 6PM)
- Kariobangi Sharks vs Bandari – Kasarani Annex (Saturday, 1PM)
- AFC Leopards vs Sofapaka – Ulinzi Complex (Saturday, 4PM)
- Shabana vs APS Bomet – Gusii Stadium (Sunday, 2PM)
- Murang’a Seal vs Ulinzi Stars – SportPesa Arena (Sunday, 3PM)
- Gor Mahia vs Bidco United – Kasarani Stadium (Sunday, 4PM)
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