SportPesa has committed Kshs. 120 million to a new sponsorship programme covering boxing, rugby and motorsport, continuing its long-standing involvement in Kenyan sport. The investment, announced on 30 January 2026, is aimed at supporting both grassroots and elite athletes, with a focus on structured development, exposure beyond local competition and long-term sustainability.
According to Jason Gibson, SportPesa’s Chief Commercial Officer, the decision reflects the need to back talent with proper systems, “Kenya has exceptional sporting talent across disciplines, but talent alone is not enough. 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.”
Part of the funding will go toward boxing through the SportPesa Boxing – Rising Stars programme, supported with Kshs. 40 million and delivered in partnership with Ultra Fight Series. The programme is designed to strengthen fighter development and improve opportunities for Kenyan boxers to compete internationally.
Commenting on the sponsorship, UFS promoter Maurice Odera said, “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.”
In rugby, SportPesa is allocating a further Kshs. 40 million in cash and kind to support the hosting of the HSBC SVNS2 set tot take place on 14th and 15th February, alongside its ongoing sponsorship of the national men’s sevens team, Kenya 7s (Shujaa). The funding will support tournament delivery and preparation by the Kenya Rugby Union.
Read Also: SportPesa Backs Tanzania Grassroots Football with 500+ Kit Donation
“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.
Motorsport also forms part of the investment, with Kshs. 40 million committed to an extended partnership with six-time national rally champion Leonardo Varese ahead of the WRC Safari Rally Kenya in 2026. The sponsorship also supports his son through SportPesa’s Tujiamini development 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.
The announcement builds on SportPesa’s broader history of sports sponsorship in Kenya, including a Kshs. 1.12 billion investment in the SportPesa League over ten years and support for clubs such as Gor Mahia FC, Shabana FC and Murang’a SEAL. In 2019, SportPesa also became the first African company to sponsor a Formula 1 team, partnering with the Racing Point F1 Team.
SportPesa has also expanded its support beyond Kenya. The company became the national sponsor of the FNB Varsity Cup, a key university rugby competition in South Africa. This partnership is designed to provide a platform for player development, support academic-sport balance, and create broader opportunities for both male and female student athletes, reinforcing SportPesa’s commitment to structured sport pathways on the continent.
Lisa Roux, Sponsorship Manager at Advent Sport Entertainment and Media (ASEM) said, “Partnering with SportPesa is an incredibly exciting step for the FNB Varsity Cup managing agency for Varsity Cup. “Their passion for developing talent aligns perfectly with our vision for the tournaments and we’ve quickly built a strong working relationship with them. We see real value in joining forces with an organisation that not only invests in high-performance rugby, but also in community upliftment and long-term athlete development.”
