Betsson readies Kenyan market entry with three-year football sponsorship
Betsafe brand will sponsor top-flight teams Gor Mahia and AFC Leopards in new shirt deal
Betsson Group is primed to enter the Kenyan sports betting market after agreeing a three-year sponsorship deal with top-flight football teams Gor Mahia and AFC Leopards.
The Betsafe brand will represent Betsson in the market and will be operated locally by Bet High Kenya Limited, with Betsafe branding to feature on the first team shirts of both clubs.
Jambo Kenya. pic.twitter.com/C4wYHOB38t
— Betsafe Kenya (@Betsafe_KE) June 18, 2020
Betsafe partner manager Tom Bwana told local media the firm would launch in Kenya within the next few months, with the preservation of Kenyan football a top priority.
“With one of the largest fan bases in the country, this exciting partnership provides Betsafe with the perfect platform to engage football fans with our unique offering,” said Bwana.
Gor Mahia chairman Ambrose Rachier welcomed the deal, saying it would bring financial stability to the club.
“[It was] a very welcome message to all our fans that we have secured long-term financial support from a strong and safe partner,” Rachier said.
Welcome to Kenyan Football @Betsafe_KE : and congratulations for sponsoring @OfficialGMFC and @AFCLeopards https://t.co/kjOXiHk02C
— Kenyan F⚽otball (@KenyaPremierLg) June 18, 2020
Betsson is the second operator to sponsor the Kenyan football teams following SportPesa, which ended its sponsorships after a long-running row with the Kenyan government over tax rates.