SportPesa

Company Overview

The company was launched in 2014 by a group of Kenyan and international investors, with Ronald Karauri as CEO. Its strategy from the outset was to leverage Kenya’s ubiquitous M-Pesa mobile money system to offer a frictionless betting experience. This mobile-first approach allowed for massive and rapid user acquisition, quickly establishing SportPesa as the dominant market leader.

A key milestone was its international expansion, which saw the brand secure major sponsorships in the English Premier League, positioning itself as a global player. However, the company’s trajectory was fundamentally altered in 2019. Following a major tax dispute with the Kenyan government, its license, held by the original parent company Pevans East Africa Ltd, was suspended by the Betting Control and Licensing Board (BCLB).

The brand controversially returned to the Kenyan market in late 2020 under a new entity, Milestone Games Ltd., a move that triggered protracted legal disputes with the original shareholders of Pevans East Africa over the ownership of the SportPesa brand. Ronald Karauri continues to serve as CEO of the entity operating the SportPesa brand in Kenya.

Product Offering

SportPesa’s portfolio is centered on a robust sportsbook, with products designed for mobile accessibility in its core African markets. Its offerings include:

• Sports betting
• Live betting
• Jackpots
• Casino (in select markets)

A defining feature of its offering was the “Mega Jackpot,” a multi-match prediction game with enormous payouts that became a key marketing tool.

SportPesa’s operational infrastructure is built for the African mobile economy. Rather than relying on a wide network of physical shops, its model focused on deep integration with mobile money platforms and the ability for users to place bets via SMS or a lightweight app. This ensured accessibility even for users with limited internet data or access to traditional banking.

Regulatory Compliance

SportPesa’s regulatory status is complex and varies by market.

• In Kenya, the brand operates under a license issued to Milestone Games Ltd. by the Betting Control and Licensing Board (BCLB). Its legal operation under this entity remains the subject of ongoing corporate disputes.
• In Tanzania, it is fully licensed and regulated by the Gaming Board of Tanzania.
• It also holds operating licenses in other jurisdictions, including South Africa.
• The brand’s global operations are based in the Isle of Man.

Marketing and Sponsorships

SportPesa executed one of the most ambitious sponsorship strategies ever seen from an African company, securing high-visibility partnerships in global sports.

Key international deals included serving as the main shirt sponsor for Everton FC and Hull City AFC, as well as being an official partner for Arsenal FC, Southampton FC, and the Racing Point F1 Team.

Regionally, the company was the title sponsor of the Kenyan Premier League and the primary sponsor for Kenya’s largest clubs, Gor Mahia and AFC Leopards. Its portfolio also included top teams in Tanzania and South Africa. Most of these major sponsorships were cancelled in 2019 following the suspension of its Kenyan license and the ensuing regulatory battle.