SportPesa CEO Hon. Ronald Karauri has emphasized that the company’s return to Kenyan football as title sponsor of the 2025/26 top-flight league goes far beyond financial commitment ,positioning the betting firm as a true, long-term partner to the game, not just a commercial sponsor.

Speaking during the official launch of the SportPesa League in Nairobi, Karauri drew a sharp contrast between SportPesa’s approach and that of previous league sponsors. He noted that while others may focus on lump-sum cheques for marketing, SportPesa’s involvement is built around adding tangible value to the football ecosystem; from increasing fan access to building club sustainability.

“And I think this is the difference between SportPesa and other partners. The league had sponsors before. But the kind of questions I’m getting now show that we are true partners. Even the FKF President could have answered them , but it’s SportPesa answering them. That’s what partnership looks like,” he said.

Karauri pointed out that while the official sponsorship cheque goes to the Football Kenya Federation (FKF), the company is also committing to its own initiatives to promote the game, particularly in areas that aren’t easy to quantify in shillings.

Among these is a clear push to improve the matchday experience for fans. Citing the recent success of the African Nations Championship (CHAN) tournament in drawing fans back to stadiums, Karauri expressed the need to replicate that energy locally.

“Other than just the matches being broadcast, we want to make going to the stadium a fun and engaging experience. What people rediscovered with CHAN — that football is fun is what we want to build into our own league.”

He also confirmed that discussions are underway with KBC to complement Azam TV’s coverage by ensuring that some matches are available on free-to-air local television. This would give access to a wider base of fans, especially those unable to afford pay-TV subscriptions.

On social media, SportPesa plans to work with digital influencers and content creators to reshape public perception of Kenyan football , presenting it as exciting, family-friendly, and community-driven.

Karauri further stressed that the long-term nature of the partnership is central to the company’s vision. With many clubs struggling to stay afloat in past seasons due to unstable sponsorship, the new arrangement is designed to provide consistency and build confidence.

“Stability is more important than prize money. Some teams get promoted, but because they can’t sustain operations, they go down again ; not because they have bad players, but due to lack of structures. That’s what we’re here to fix.”

He warned against short-term sponsors who view the league only as a marketing platform and leave when returns are slow.

“This is not a one-year visibility stunt. A long-term contract means we are in it together , the clubs, the fans, the federation, and us.”