NAIROBI, Kenya, Jan 29 – SportPesa has committed Sh120 million to a multi-sport sponsorship programme covering boxing, rugby and motorsports, injecting fresh private capital into Kenya’s sports economy at a time when federations and athletes face tightening funding conditions.
The investment, spread evenly across the three disciplines, the company says highlights the increasing role of corporate sponsorship in sustaining sports as an economic activity from athlete livelihoods and event hosting to tourism, media rights and associated supply chains.
Speaking at the launch, SportPesa Chief Commercial Officer Jason Gibson said the funding was aimed at turning sport into a viable economic pathway.
“Kenya has exceptional sporting talent across disciplines, but talent alone is not enough,” said Jason.
“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.”
In boxing, Sh40 million will be channeled through the SportPesa Boxing–Rising Stars programme in partnership with Ultra Fight Series (UFS).
The funding is expected to support organized competitions, athlete preparation and promotion, helping boxers access income opportunities locally and abroad.
“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,” said UFS promoter Maurice Odera.
Rugby will receive Sh40 million in cash and in-kind support to enable the Kenya Rugby Union host the HSBC SVNS2 tournament in February. Beyond the sporting outcomes, the event is expected to generate economic activity through ticket sales, hospitality, broadcasting and short-term employment linked to event logistics.
“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.
In motorsports, SportPesa has allocated Sh40 million to rallying, extending its sponsorship of six-time national champion Leonardo Varese ahead of the 2026 World Rally Championship Safari Rally.
The support targets both elite performance and youth development, aligning with the commercial draw of rallying as a global motorsport event that attracts international sponsors and visitors.
The investment builds on SportPesa’s broader footprint in Kenyan sport, where it has previously committed Sh1.12 billion to the top-tier league over a decade and continues to back several football clubs.
