SportPesa Expands Sports Agenda With120M Boost For Boxing, Rallying & Rugby

SportPesa has rolled out a major multi-sport sponsorship package worth Sh120 million, backing boxing, motorsports and rugby in a move it says is aimed at strengthening Kenya’s sports ecosystem and creating structured pathways for athletes.

Speaking during the launch, SportPesa Chief Commercial Officer Jason Gibson said the investment reflects the company’s belief that sport is a national asset that requires consistent funding and organisation to thrive.

“Kenya has exceptional sporting talent across disciplines, but talent alone is not enough,” Gibson said. “Sustainable success requires investment, structure and belief.”

Under the SportPesa Boxing–Rising Stars initiative, the firm will invest KSh40 million to boost talent development and revive Kenya’s competitiveness on the continental boxing scene. SportPesa is partnering with Ultra Fight Series (UFS), which has previously hosted major title fights in Kenya.

UFS promoter Maurice Odera said the partnership will help professionalize the sport and create opportunities for local fighters to compete internationally.

SportPesa is also injecting KSh40 million in cash and kind to support the Kenya Rugby Union in staging the HSBC SVNS2 tournament scheduled for February 14–15. The company remains the main sponsor of the national men’s 7s team, Shujaa.

KRU chairperson Harriet Okatch said the support strengthens rugby development from grassroots to elite level and underlines Kenya’s readiness to host a world-class event.

In rallying, SportPesa has extended its partnership with six-time Kenya National Rally Champion Leonardo Varese ahead of the 2026 WRC Safari Rally Kenya, with another KSh40 million package.

The sponsorship also supports Varese’s son through SportPesa’s Tujiamini programme, which focuses on identifying and nurturing young talent.

SportPesa said the multi-sport investment builds on its long-standing involvement in Kenyan sport, including Sh1.12 billion invested over 10 years in the SportPesa League, and sponsorship of clubs such as Gor Mahia FC and Shabana FC.

The company also highlighted its global milestone in 2019, when it became the first homegrown African brand to sponsor a Formula 1 team.

“Our journey in sport has always been intentional and remains focused on building meaningful partnerships, credible platforms and lasting impact,” Gibson added.