Inside FKF’s Sh1.12 billion sponsorship deal with SportPesa

FKF President Hussein Mohammed (left) and SportPesa CEO Ronald Karauri during the unveiling. (Photo: FKF Media)

By Erick Kariuki
Wednesday, September 17, 2025

The agreement, unveiled on Tuesday, September 16, by SportPesa CEO Ronald Karauri and FKF President Hussein Mohammed, will inject Sh85 million in the first year and rise to Sh145 million by the 10th year.

Kenyan football is set for a decade of stability after the Football Kenya Federation (FKF) sealed a Sh1.12 billion sponsorship with gaming firm SportPesa, officially rebranding the top-flight as the SportPesa League.

The agreement, unveiled on Tuesday, September 16, by SportPesa CEO Ronald Karauri and FKF President Hussein Mohammed, will inject Sh85 million in the first year and rise to Sh145 million by the 10th year. 60 per cent of the package will go directly to the 18 Premier League clubs, while 40 per cent will support FKF’s operations.

More To Read

FKF President Hussein Mohammed hailed the deal as a turning point for the game.

“A new dawn for Kenyan football is here. Today, we officially unveiled the SportPesa League, marking a turning point for our top-flight competition. This new chapter is anchored on accountability, professionalism, and the commitment to restore pride in our game,” he said.

He further revealed that, for the first time in years, clubs will compete for prize money befitting a premier competition: Sh15 million for the champions, Sh3 million for runners-up, and Sh2 million for the third-placed team.

“This investment not only motivates our clubs and players but also sets the stage for a more competitive and vibrant league. We are grateful to SportPesa for believing in Kenyan football and walking this journey with us. I call on more corporate partners to join hands with us as we build our league into one of the most vibrant and widely followed competitions in Africa,” Hussein added.

Karauri underlined that the long-term design of the contract was intentional, to offer clubs much-needed consistency.

“A long-term partnership is crucial for the stability of the clubs. Prize money is one aspect, but consistency is another. Some teams enter the Premier League but are unable to sustain themselves and end up dropping out - not because they lack talent, but due to instability. That’s why we opted for a lengthy agreement,” he explained.

He stressed that SportPesa could have pursued a short-term, marketing-driven deal but chose a decade-long commitment for greater value.

“We could have chosen a short-term contract, pumped in money purely for marketing, and exited when immediate value wasn’t apparent. Instead, this long-term commitment brings sustained value with SportPesa as the league sponsor.”

Beyond finances, the agreement also prioritises fan engagement. Karauri confirmed discussions with the Kenya Broadcasting Corporation (KBC) to complement Azam TV coverage with free-to-air broadcasts.

“We plan to engage with local broadcasters, particularly KBC, to make sure games are accessible free-to-air. This way, fans who can’t pay for the main broadcaster, Azam TV, can still enjoy the matches. That’s one of our key initiatives.”

SportPesa will also fund promotional campaigns and work with influencers to showcase the excitement of local football and encourage stadium attendance.

“Beyond broadcasting, we want to encourage stadium attendance by making football more enjoyable and visible. We’ve seen through CHAN that football is entertaining, but that hasn’t been fully communicated here. We want to work with influential social media personalities to showcase how exciting the game is and inspire fans to experience it live in the stadiums.”

The partnership also marks SportPesa’s return to Kenyan football after its previous sponsorship between 2015 and 2019.