Betika Renews AFC Leopards Sponsorship Deal Worth $1.8 Million
Betika has secured a three-year sponsorship renewal with AFC Leopards valued at Ksh231 million ($1.8 million). The deal represents one of the largest club sponsorships in Kenyan football. Furthermore, it builds on the previous Ksh195 million agreement signed in 2022. The renewed partnership provides financial stability for the 13-time league champions ahead of the FKF Premier League season.
Structured Payment Schedule Supports Club Development
The sponsorship features escalating annual payments with performance bonuses included in the structure. AFC Leopards will receive Ksh65 million plus Ksh7 million in bonuses during the first year. Additionally, payments increase to Ksh70 million in year two and Ksh75 million plus bonuses in the final year. The club reported a Ksh4.1 million surplus in 2024 on total income of Ksh143.5 million.
Betika Group CEO Mutua Mutava stated that the agreement demonstrates the company’s long-term commitment to Kenyan football. He noted that “we are proud to continue this journey with AFC Leopards, a club that shares our vision of nurturing homegrown talent and building communities.” The deal provides funding stability for a team with one of East Africa’s largest fan bases.
Gambling Industry Faces Increased Regulatory Scrutiny
The sponsorship renewal occurs amid tighter regulations for Kenya’s betting sector. The Betting Control and Licensing Board introduced a 30-day advertising ban in April. Moreover, permanent restrictions now include prohibitions on celebrity endorsements. These limitations make direct club sponsorships increasingly important for betting companies seeking market visibility.
Betika operates across multiple African markets including Tanzania, Ghana, Nigeria, and Malawi since its 2016 founding. The company has expanded beyond sports betting into casino, e-sports, and virtual games. The AFC Leopards partnership reinforces Betika’s domestic presence while supporting expansion into new regional markets across the continent.
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