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Kenyan entrepreneur Chris Mwirigi has strengthened his sports betting venture, Betika, with a Ksh231 million ($1.8 million) three-year sponsorship renewal with AFC Leopards. Signed in Nairobi, the deal, for the country’s leading betting platform, builds on the Ksh195 million ($1.51 million) agreement of 2022 and ranks among the biggest club sponsorships in Kenyan football.
Under the new terms, the 13-time league champions will receive Ksh65 million ($502,761) plus Ksh7 million ($54,160) in bonuses in the first year, Ksh70 million ($541,596) in the second year, and Ksh75 million ($580,281) plus Ksh7 million ($54,160) in the final year.
Betika deepens football partnership
The sponsorship comes as AFC Leopards report improved finances, posting a Ksh4.1 million surplus in 2024 on income of Ksh143.5 million. That improvement was driven by sponsorship revenue and the club’s 60th anniversary celebrations. For a team that has long struggled with funding shortages and unreliable backers, the new deal provides much-needed stability.
Betika Group CEO Mutua Mutava, speaking on the development, said the agreement shows the company’s long-term commitment to Kenyan football. “We are proud to continue this journey with AFC Leopards, a club that shares our vision of nurturing homegrown talent and building communities,” Mutava said. AFC Leopards chairman Boniface Ambani welcomed the deal, describing it as timely as the team prepares for the FKF Premier League season.
Backing the local game
Betika, based in Nairobi, has made football central to its brand. Through its “Betika Na Community” program, the company has sponsored grassroots tournaments, supplied equipment, and helped refurbish pitches, positioning itself as a supporter of local talent.
The renewed Leopards deal continues this focus by providing steady funding to a club with one of the largest fan bases in East Africa. Ambani said the sponsorship will allow the team to concentrate on player development and facilities.
Betting industry under scrutiny
The renewal comes as Kenya tightens rules for gambling firms. In April, the Betting Control and Licensing Board introduced a 30-day advertising ban before rolling out permanent restrictions, including a ban on celebrity endorsements. With fewer ways to advertise, direct sponsorships of clubs like AFC Leopards have become a key channel for betting companies to stay visible.
But the partnership has also drawn criticism. Advocacy groups argue that while the money helps struggling clubs, it risks normalizing gambling among young fans. The debate reflects broader concerns about football’s heavy dependence on betting companies for financial survival.
Beyond Kenya
Founded in 2016 by Chris Mwirigi alongside John Kiritu under Shop and Deliver Ltd, Betika has grown into one of Africa’s best-known betting brands. It now operates in Tanzania, Ghana, Nigeria, and Malawi, and has expanded into casino, e-sports, and virtual games alongside sports betting.
For Mwirigi and his partners, the Leopards deal reinforces Betika’s presence at home while supporting its push into new African markets. Its local ownership and regional growth distinguish it from foreign rivals and strengthen its connection with consumers across the continent. As Betika grows, the renewed sponsorship shows how football, corporate backing, and government regulation continue to shape the future of Kenya’s betting industry.
