SportPesa unveils first UK marketing campaign

African betting operator SportPesa began its first major UK marketing push over the weekend with the launch of a new TV ad campaign called #MakeItCount.

The 40-second advert, created by CSM Sport & Entertainment, aired for the first time on BT Sport during the Premier League clash between Arsenal and Liverpool on Saturday night.

The dramatic short includes cameos from key SportPesa brand ambassadors including boxer Tony Bellew and Everton FC legend Leon Osman, as sportsmen compete in high-pressure environments to the voiceover of Theodore Roosevelt’s famous ‘Man in the Arena’ speech.

The Kenyan operator has its European headquarters in Liverpool and opted to select Merseyside locations for the filming of the ad. The operator also sponsros Everton FC.

Shaun Simmonds, head of marketing at SportPesa, said: “SportPesa is passionate about sport and taking every opportunity.

“Our brand positioning is at the heart of everything we stand for, whether it’s supporting professional or grassroots clubs, our Kits for Africa initiative, or providing unique global opportunities for African and European clubs to play each other,” he added.

SportPesa is the main club sponsor of Everton, the shirt sponsor of Hull City, the official betting partner of Southampton and the African betting partner of Arsenal