Rally driver Leonardo Varese pictured standing right is among two other beneficiaries from Sponsors Sportpesa who received a 40,000,000 deal.
Other sports discipline that received a similar amount include Boxing and Kenya Rugby Union respectively.

SportPesa Unveils Sh120m Multi-Sport Sponsorship Drive to Boost Kenyan Sports
By Fred maingi

SportPesa has rolled out a Sh120 million multi-sport sponsorship programme, targeting rugby, boxing, and motorsports, in a bid to strengthen grassroots development, professionalise local sporting systems, and create structured pathways for Kenyan athletes.

The initiative, unveiled at Uhuru Park, reflects SportPesa’s long-term commitment to the growth, professionalism, and sustainability of Kenyan sports. Speaking at the launch, SportPesa Head of Marketing Senorine Wasike emphasized the brand’s belief in the diversity of sports and the need for support across disciplines.

“This programme is designed to strengthen grassroots development, professionalise local sporting systems, and create structured pathways for Kenyan athletes,” Wasike said. “Sport has many faces, and our support must reflect that diversity.”

Under the programme, Sh40 million has been allocated to SportPesa Boxing – Rising Stars, aimed at strengthening talent pathways and reviving Kenya’s continental boxing presence. Ultra Fight Series promoter Maurice Odera welcomed the partnership, saying it would help rebuild confidence in the sport.

SportPesa has also committed Sh40 million in cash and kind to support Kenya Rugby Union in staging the HSBC SVNS2 tournament, reinforcing its role as the primary sponsor of Kenya Sevens (Shujaa). Additionally, Sh40 million will support six-time national rally champion Leonardo Varese and his son through the SportPesa Tujiamini programme ahead of the 2026 WRC Safari Rally Kenya.

SportPesa Chief Commercial Officer Jason Gibson emphasized the firm’s belief in sport as a national asset and a viable career. “Kenya has exceptional talent, but talent alone is not enough,” Gibson said. “Sustainable success requires investment, structure, and belief.”

The sponsorship builds on SportPesa’s legacy in Kenyan sport, including Sh1.12 billion invested in the SportPesa League over a decade, support for Gor Mahia FC, Shabana FC, and Murang’a SEAL, and its historic Formula One sponsorship in 2019.Million Multi-Sport Sponsorship to Power Kenya’s Next Generation of Champions
SportPesa has unveiled a Sh120 million multi-sport sponsorship programme targeting rugby, boxing, and motorsports, underscoring its renewed commitment to grassroots development, professionalisation of local sports structures, and the creation of sustainable pathways for Kenyan athletes.
The ambitious initiative was launched on Friday at Uhuru Park, marking one of the most significant private-sector investments in Kenyan sport in recent years. It reflects SportPesa’s long-term vision of nurturing talent beyond football and strengthening the overall sporting ecosystem.
Speaking during the launch, SportPesa Head of Marketing Senorine Wasike said the programme was designed to embrace the diversity of Kenyan sport and ensure no discipline is left behind.
“This programme is designed to strengthen grassroots development, professionalise local sporting systems, and create structured pathways for Kenyan athletes,” said Wasike. “Sport has many faces, and our support must reflect that diversity.”
Boxing, Rugby and Motorsport to Benefit
Under the sponsorship package, Sh40 million has been set aside for SportPesa Boxing – Rising Stars, an initiative aimed at reviving Kenya’s boxing fortunes and rebuilding talent pipelines at the grassroots level. Ultra Fight Series promoter Maurice Odera welcomed the partnership, noting that it would restore confidence and credibility in a sport that once dominated the continental stage.
Another Sh40 million, both in cash and kind, will go towards supporting the Kenya Rugby Union (KRU) in hosting the HSBC SVNS2 tournament, further cementing SportPesa’s role as the principal sponsor of the national sevens team, Shujaa.
Motorsport will also receive a major boost, with Sh40 million allocated to six-time national rally champion Leonardo Varese and his son through the SportPesa Tujiamini programme, as they prepare for the 2026 WRC Safari Rally Kenya.
Sport as a Career and National Asset
SportPesa Chief Commercial Officer Jason Gibson emphasized that the company views sport not only as entertainment but as a viable career path and a key national asset.
“Kenya has exceptional talent, but talent alone is not enough,” said Gibson. “Sustainable success requires investment, structure, and belief.”
A Proven Track Record
The new sponsorship builds on SportPesa’s extensive legacy in Kenyan sport. Over the past decade, the company invested Sh1.12 billion in the SportPesa League, supported top clubs including Gor Mahia FC, Shabana FC, and Murang’a SEAL, and made history with its Formula One sponsorship in 2019.
With this latest by initiative, SportPesa continues to position itself as a key partner in shaping the future of Kenyan sport—one discipline at a time.