Multi-sport sponsorship drive targets grassroots development, elite competition, and long-term sustainability across Kenya’s sporting ecosystem
SportPesa has announced a major KSh120 million multi-sport sponsorship commitment aimed at strengthening Kenya’s sporting landscape across boxing, rugby and motorsport. The initiative, unveiled in Nairobi, reflects the gaming operator’s continued strategy of supporting both grassroots development and elite-level competition, while positioning sport as a viable professional pathway for Kenyan athletes.
The funding has been evenly distributed across three disciplines, with KSh40 million allocated to each sport, combining direct financial support and in-kind contributions. According to SportPesa, the goal is not only to sponsor events and athletes but also to rebuild structures, improve professionalism and create sustainable development pipelines within each sporting code.
In boxing, SportPesa has partnered with Ultra Fight Series to launch the SportPesa Boxing – Rising Stars programme, a long-term initiative designed to revive the sport’s domestic infrastructure. The programme focuses on identifying and nurturing young talent, increasing competitive opportunities, and restoring Kenya’s reputation on the regional and continental boxing stage. Stakeholders within the boxing community have welcomed the investment, describing it as a timely intervention for a sport that has struggled with funding and organisational challenges in recent years.
Rugby has also received significant backing, with SportPesa committing resources to support the HSBC SVNS2 tournament, scheduled for mid-February, as well as ongoing sponsorship of the national men’s sevens team, Shujaa. The Kenya Rugby Union has noted that the sponsorship will enhance event delivery, improve player welfare, and strengthen Kenya’s standing as a host of major international rugby competitions.
The motorsport component of the initiative includes renewed sponsorship for six-time Kenyan National Rally Champion Leonardo Varese ahead of the 2026 WRC Safari Rally Kenya. The funding also extends to youth development through the SportPesa Tujiamini programme, which supports emerging rally talent, including Varese’s son, highlighting a focus on generational continuity in the sport.
SportPesa’s latest announcement builds on a long history of investment in Kenyan sport, including more than KSh1.12 billion injected into the SportPesa League over the past decade and sponsorship of prominent football clubs such as Gor Mahia, Shabana FC and Murang’a SEAL.
By spreading its support across multiple sports, SportPesa aims to create broader social impact, strengthen local sporting institutions and contribute to Kenya’s long-term athletic success both regionally and internationally.
