Kenya’s leading gaming firm SportPesa has once again underlined its commitment to Kenyan sport after unveiling a 120 million multi-sport sponsorship investment covering boxing, motorsports and rugby.
The announcement was made in Nairobi on 29 January 2026, marking a strategic expansion of the company’s long-term vision to grow, professionalize and sustain sport in the country.
The wide-ranging investment is designed to strengthen local sports ecosystems, create structured pathways for athletes and ensure that sport in Kenya is not just driven by passion, but supported as a viable career.
By spreading the funding across multiple disciplines, SportPesa aim to deepen its impact both at grassroots and elite levels while helping Kenyan athletes gain continental and global exposure.
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SportPesa unveil 120 million multi-sport investment
Speaking during the launch, SportPesa Chief Commercial Officer Jason Gibson emphasized that the initiative goes beyond sponsorship and reflects the company’s belief in sport as a national asset.
“Kenya has exceptional sporting talent across disciplines, but talent alone is not enough,” said Gibson. “Sustainable success requires investment, structure and belief. This sponsorship is about backing Kenyan athletes, supporting local systems and ensuring sport can thrive as a career, not just a passion.”
SportPesa injects 40M to revive Kenyan boxing
A significant portion of the investment is directed towards boxing through the SportPesa Boxing and the Rising Stars programme.
With an allocation of Kshs 40 million, the initiative seeks to rebuild talent pathways and restore Kenya’s competitiveness on the continental boxing stage.
SportPesa has previously partnered with the Ultra Fight Series (UFS) to bring high-profile title fights to the country, and this new programme builds on that foundation.
UFS promoter Maurice Odera welcomed the partnership, noting its potential to revive the sport locally.
“This partnership is about rebuilding belief in Kenyan boxing. With SportPesa’s support, we can develop fighters properly, promote them professionally and give them a real chance to compete beyond our borders,” he said.
SportPesa commits KSh 40 million to boost KRU ahead of HSBC SVNS 2
In rugby, SportPesa has committed a further Kshs 40 million in cash and kind to support the Kenya Rugby Union in hosting the HSBC SVNS2 tournament scheduled for February 14 and 15.
Beyond being the primary sponsor of the Kenya Sevens national team, Shujaa, the investment is aimed at strengthening the structures that support the game.
“This investment speaks to the everyday work behind Kenyan rugby the training fields, the players, the pathways. That’s how you build a sport that lasts. Working together with corporates as SportPesa confirms we are ready to host the SVNS2 tournament,” said KRU Chairperson Harriet Okatch.
SportPesa Racing Stars programme
Motorsports completes the triad through the SportPesa Racing Stars programme, which has also received Kshs 40 million.
The sponsorship extends SportPesa’s partnership with six-time Kenya National Rally Champion Leonardo Varese ahead of the 2026 WRC Safari Rally Kenya. Notably, it spans two generations, supporting both Varese and his son, who is being nurtured through the SportPesa Tujiamini programme.
“Rallying has given my family everything. To now see my son supported to chase the same dream is something I don’t take lightly,” said Varese.
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This multi-sport sponsorship builds on SportPesa’s rich legacy in Kenyan sport, including a Kshs 1.12 billion investment over a decade in the top-tier SportPesa League and continued support for clubs such as Gor Mahia FC, Shabana FC and Murang’a SEAL.
Internationally, the brand has also made history as the first African company to sponsor a Formula One team.
“Our journey in sport has always been intentional and remains focused on building meaningful partnerships, credible platforms and lasting impact,” Gibson concluded.