Football Kenya Federation has announced a title sponsorship deal for the country’s Premier League with online betting firm BetKing Kenya in a five-year deal worth a total of KES1.2bn ($11.2m/€9.8m), or an average of KES240m per year.
The federation unveiled the sponsorship – and its value – today (Thursday). The league will now been known as the BetKing Premier League.
FKF president Nick Mwendwa said: “Our players and club officials have had it rough over the past few years because of an underfunded league. I am happy today to announce BetKing Kenya as our title sponsor in the biggest deal in our history.”
A total of KES220m will be paid in the first year, the FKF said, followed by a five-per-cent increase in the second year and then 10-per-cent rises in subsequent years. A KES10m share from the rights fees paid will be allocated to the Kenya Women Premier League.
Kenyan football authorities were left looking for a new title sponsor last year after online betting firm SportPesa ended its agreement. SportPesa said in September 2019 that it was halting its operations in the country because of changes to the Kenyan betting tax.