Betika Co-founder, Chris Mwirigi has bolstered his sports betting venture with a three-year sponsorship renewal worth Ksh231 million ($1.8 million) for AFC Leopards. Signed in Nairobi, this deal builds on the previous Ksh195 million ($1.51 million) agreement from 2022, making it one of the largest club sponsorships in Kenyan football.
Sponsorship Breakdown
Under the new terms, the 13-time league champions will receive:
- Year 1: Ksh65 million ($502,761) + Ksh7 million ($54,160) in bonuses
- Year 2: Ksh70 million ($541,596)
- Year 3: Ksh75 million ($580,281) + Ksh7 million ($54,160)
Financial Improvement for AFC Leopards
AFC Leopards has reported improved financial health, posting a surplus of Ksh4.1 million in 2024, driven by increased sponsorship revenue and the club’s 60th anniversary celebrations. This new deal provides much-needed stability for a team that has historically struggled with funding shortages.
Betika Group CEO Mutua Mutava highlighted the company’s commitment to Kenyan football, stating, “We are proud to continue this journey with AFC Leopards, a club that shares our vision of nurturing homegrown talent and building communities.” AFC Leopards chairman Boniface Ambani welcomed the agreement, calling it timely as the team prepares for the FKF Premier League season.
Supporting Local Football
Based in Nairobi, Betika has made football central to its brand. Through its “Betika Na Community” program, the company sponsors grassroots tournaments, supplies equipment, and refurbishes pitches, reinforcing its support for local talent.
The renewed deal with AFC Leopards ensures steady funding for a club with one of the largest fan bases in East Africa. Ambani noted that the sponsorship would allow the team to focus on player development and improving facilities.
Industry Challenges
The renewal comes as Kenya tightens regulations on gambling firms. In April, the Betting Control and Licensing Board implemented a 30-day advertising ban and introduced permanent restrictions, including a ban on celebrity endorsements. With fewer advertising options, direct sponsorships like the one with AFC Leopards have become crucial for betting companies to maintain visibility.
However, the partnership has drawn criticism. Advocacy groups argue that while the financial support helps struggling clubs, it risks normalizing gambling among young fans. This debate reflects broader concerns about football’s reliance on betting companies for financial survival.
Founded in 2016 by Chris Mwirigi and John Kiritu under Shop and Deliver Ltd, Betika has become one of Africa’s most recognized betting brands. It now operates in Tanzania, Ghana, Nigeria, and Malawi, expanding into casino, e-sports, and virtual games alongside sports betting.
For Mwirigi and his partners, the deal with AFC Leopards reinforces Betika’s presence in Kenya while supporting its expansion into new African markets. Its local ownership and regional growth set it apart from foreign competitors, strengthening its connection with consumers across the continent. The renewed sponsorship highlights how football, corporate backing, and government regulation are shaping the future of Kenya’s betting industry.
