SportPesa named Kenya's most prominent betting platform

SportPesa named Kenya's most prominent betting platform

Thursday, April 12, 2018 Posted by Michael Lawson
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82% of Kenyan gamblers subscribe to the firm.

A recent study has found SportPesa to be the most popular online betting platform in Kenya, and the firm now looks set to end its blackout of sports sponsorship.

Entitled Understanding the East African Consumer, the report by global consumer research firm Nielsen found that 82% of Kenyan gamblers subscribe to SportPesa, followed by Betin (40%), Elitebet (22%), Betika (12%), Mcheza (12%) and Betpawa (10%).

The survey, compiled in February, involved 180 respondents who said they subscribe to multiple betting firms.

The study also showed that penetration of online betting in Kenya is at 27%, the highest in the region, while in Tanzania, Uganda and Rwanda it stands at 5%, 4% and 2% respectively.

The news came just as SportPesa indicated that it was ready to return to sports sponsorship, despite its ongoing betting tax dispute with the Kenyan government.

Entering 2018, SportPesa Chief Executive Ronald Karauri withdrew all active sports sponsorships, following through on his previous warnings to Kenyan Parliament which had implemented a blanket gambling tax revenue charge of 35% (up from 7.5%).

SportPesa’s sponsorship blackout would significantly impact the funds of the Football Kenya Federation (FKF), as the bookmaker would no longer be the lead sponsor of the Kenyan Premier League and Super 8 club competitions.

However, this April SportPesa has been reported to be in ‘open dialogue’ with the KFK, with regards to a return to football sponsorship.

SportPesa will likely take a softer approach to Kenyan football coverage, as the bookmaker is reportedly offering a lower KSH80m ($800,000) per season deal for its lead sponsorship of the Kenyan Premier League.

Totally Gaming says: Recent developments have been positive for SportPesa, and the firm will no doubt be hoping to resolve any differences with the Kenyan government sooner. As the Nielsen poll highlighted, SportPesa is by far the most prominent betting company operating in the East African state, and that gives them a degree of power over the situation.

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