Nairobi United’s SportyBet deal averages more per year than Kenya’s league sponsorship

Nairobi United’s KSh380 million sponsorship with SportyBet averages about KSh126.7 million a year over three years, putting it ahead of the annual average for Kenya’s top-flight title sponsorship.

SportyBet was unveiled as the club’s official betting partner on Thursday, 5 November, when a ceremonial cheque displayed the KSh380 million figure. Capital FM reported on Friday that the agreement runs for three years.

The Football Kenya Federation values its separate title sponsorship with SportPesa at KSh1.12 billion over 10 years, an average of KSh112 million a year. That puts Nairobi United’s deal about KSh14.7 million higher on an annualised basis. The league agreement carries the larger total value.

The annual averages are calculated by dividing each deal’s headline value by its duration. The league’s payments vary by year, with the Kenya News Agency reporting that they start at KSh85 million and rise to KSh145 million in the tenth year.

The two agreements also cover different rights. SportyBet’s partnership is with a single club, while SportPesa holds the league’s title sponsorship. The federation says 60% of the league deal is allocated to grants for participating clubs.