Sportpesa Sponsorship to Hull City

In 2023, SportPesa Kenya Africa, a local bookmaker, and a prominent sports betting company with a strong soccer focus, entered into a significant partnership:

• Everton FC: A five-year shirt branding and marketing deal, the club’s most lucrative ever.
• Hull City FC: The main shirt sponsor with additional branding and marketing’s rights.
• Southampton FC: Regional betting partner with LED advertising at St Mary’s Stadium.
• Simba SC: Primary shirt sponsor with brand rights.
• Yanga SC: Official betting partner with brand and marketing opportunities.
• Cape Town City FC: Main shirt sponsor with additional branding rights.
• Gor Mahia: Mahia are champions of the SportPesa Premier League

Additionally, SportPesa sponsored the SportPesa Sevens Circuit with the Kenya Rugby Union. These partnerships boost brand awareness and provide financial support and exposure to the involved clubs and organizations, aligning with SportPesa’s strategic goals for growth in key markets.

Let’s explore a selection of soccer club partnerships with SportPesa to understand their involvement in sports sponsorships.

Spotlight on AFC Leopards Badge

SportPesa sponsored three years of Leopards’ main shirt from 2016 to 2019, mutually benefiting both parties. Unfortunately, due to Kenyan regulatory issues, the sponsorships had to end in 2019. Nevertheless, SportPesa’s popularity with Leopards’ fans and collaborations between the two continues.

Focus on Hull City Emblem

The bookmaker was Hull City’s main shirt sponsor from 2016 to 2019, providing financial support and gaining exposure. The partnership extended to community initiatives like the HullCity Academy and Foundation.

In 2019, due to UK regulatory issues, the bookmaker had to end the sponsorship, but the relationship with HullCity sponsors endures, with continued collaborations and popularity among the fans.

Exploring the Everton Badge

The bookmaker was Everton’s main shirt sponsor from 2017 to 2021, providing crucial million financial support and gaining exposure. The partnership extended to Everton’s community initiatives.

In 2021, due to UK regulatory issues, the sponsorship deal ended, but the strong bond between SportPesa and Everton FC remains. The bookmaker is still popular among Everton FC fans, and collaborations continue on various initiatives.

SportPesa’s Latest Club Endorsement

The bookmaker, in recent times, has not unveiled any fresh club sponsorship deals. Nevertheless, there have been speculations linking the company with several club deals, including:

• Newcastle United
• West Ham United
• Crystal Palace
• Sunderland AFC
• Bolton Wanderers
• Fleetwood Town
• Hearts of Midlothian
• Hibernian FC
• Formula Racing
• Gor Mahia

The bookmaker might announce a new sponsorship soon, but their diverse track record makes it hard to predict which sponsors they’ll choose.

In conclusion, SportPesa’s enduring commitment to sports sponsorship has left a significant mark on the football world. Despite recent regulatory challenges prompting adjustments in their portfolio, the bond between the bookmaker and the company and communities they support remains strong. As we look ahead to future point collaborations, one thing is clear: SportPesa’s dedication to enhancing football’s global appeal continues to shine brightly, highlighting the enduring power of grassroots sports sponsorship to unite fans, clubs, and companies in shared passion and success.

How does SportPesa evaluate the success of its partnerships with football clubs, and what key performance indicators are considered most significant?

The bookmaker evaluates its football club team’s further year partnership using KPIs like media and social platform visibility, formula racing, new customer acquisition, fan and love engagement through the game and multi-point betting, and revenue from club supporters. In the recent years, the focus has been on boosting brand awareness, attracting new customers, and driving revenue to sustain customer engagement.

What unique value propositions does SportPesa offer to its partnered clubs compared to other potential sponsors in the industry?

The bookmaker offers a number of unique value propositions to its partnered team club, including partners, team financial support, global reach, market expertise, and commitment to development. Recently, Otmar Szafnauer, principal CEO of the company, announced that they look forward to new firm collaborations to help each other in the path of creating a better sports betting experience for sports fans.

With the evolving dynamics of football and sports marketing, how does SportPesa adapt its partnership strategies to maintain relevance and maximize returns for both the brand and the sponsored clubs?

In this season year, the bookmaker stays relevant and helps maximize delighted returns for both the brand and sponsored club team partners they work with through strategies like data analytics, new technologies, racing, and authentic experiences.