April 27 – Kenyan-based online gaming firm SportPesa has expanded its football sponsorships in Europe becoming the official African betting partner of Spain’s La Liga in a three-year deal.
Little known SportPesa came into view in Europe with club sponsorships in the Premier League with Southampton and Everton earlier this season. The company markets its betting proposition in Africa via a commitment to providing grassroots support to football in each of the countries it is in using the club brands.
That strategy will now be applied using the LaLiga brand with the Spanish league contributing high quality footballs, playing kits, training expertise and public viewing events to Spanish football.
“This agreement solidifies La Liga’s commitment to the African continent. We have the best league in the world and this agreement indicates that we are joining forces with a leading African company that shares the same vision. It is paramount for us (La Liga) to constantly get closer to our fans all over the world and we’re sure that this new partnership will contribute towards that,” said Adolfo Bara, LaLiga’s commercial and marketing general manager.
SportPesa’s Africa CEO Ronald Karauri emphasised the company’s commitment to stimulating football on the continent and developing African players, saying: “We believe this partnership will bring La Liga, a global leader in football talent development, into Africa in a special way. It augers well with our company’s objective of developing sport in Africa by bringing in the invaluable professional experience of one of the top leagues in Europe.”
No figure was announced for the deal.
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