SportyBet has signed a three-year, KSh380 million shirt sponsorship with Nairobi United. Kenya's Gambling Control Act sets conditions for any betting promotion tied to sport, from regulator approval to a responsible-gambling message.
What was announced
The deal was unveiled in Nairobi on 6 November, according to Capital FM. SportyBet becomes official shirt sponsor of the top-flight club for three years. Spread evenly, KSh380 million is about KSh127 million a year, though neither side has published a payment schedule.
SportyBet Kenya Country Manager Dianne Maina described the deal as part of the company's corporate social responsibility work and also a chance to raise its visibility in the Kenyan market. She called it SportyBet's first major sponsorship in Kenya, after earlier support for grassroots clubs, and said the company plans to back more clubs. Club chief executive Nelson Odaya said the money should help the team qualify for next season's CAF Champions League. Nairobi Governor Johnson Sakaja, the club's patron, set a target of winning the league.
The club has not won in its first five league rounds, and plays defending champions Gor Mahia next at Wang'uru Stadium in Kirinyaga. Nairobi United won the FKF Cup in 2025 by beating Gor Mahia in the final and reached the group stage of the 2025/26 CAF Confederation Cup.
What the law says about betting sponsorship
Section 87 of the Gambling Control Act, 2025 bars anyone from promoting a gambling activity without the approval of the Gambling Regulatory Authority (GRA). The list of covered promotion includes using a prominent personality or celebrity, and advertising gambling by organising, promoting or sponsoring a sporting event or any other event.
The same section sets content rules for gambling advertisements. They must indicate the addictive nature of gambling, tell players to play responsibly, prohibit children from playing, and avoid false or misleading messages. Television and radio ads are barred between 6am and 10pm unless shown during a live sporting event, and 20% of aired advertising must go to responsible-gambling messages.
Those rules matter for a shirt deal. A club shirt appears on match broadcasts, social media and the stadium, and the live-sport exception only covers television and radio during the event itself. We found no public statement on whether the GRA approved this particular arrangement, and the Act does not say in terms whether a shirt sponsorship counts as sponsoring a sporting event. Operators signing similar deals should ask the regulator.
The cost side
The sponsorship lands while operators weigh a heavier licensing bill. As gazetted, the GRA's fee schedule for sportsbook licences asks an online bookmaker for KSh5 million to apply and KSh50 million for the licence, and the fee increases are being contested in the High Court. A shirt deal worth about KSh127 million a year is a marketing commitment on top of those costs.
What it means for the market
For Kenyan football, a KSh380 million deal gives a club still chasing its first league win a large budget. For operators, it shows that big brand deals are going ahead under the new law. For regulators, it is a test of how the advertising approvals in section 87 apply to sport.
What happens next
Watch for the GRA's position on sponsorship approvals and for how SportyBet's advertising appears on Nairobi United match broadcasts. The club's next league match, against Gor Mahia on Sunday, comes days after the unveiling.
Frequently asked questions
How much is the SportyBet and Nairobi United deal worth?
KSh380 million over three years, according to Capital FM's report of the launch.
Does a Kenyan betting company need approval to sponsor a club?
Section 87 of the Gambling Control Act requires the Gambling Regulatory Authority's approval to promote gambling, including by sponsoring a sporting event. Whether this deal was approved has not been made public.
When can Kenyan betting ads run on television?
Not between 6am and 10pm, except during a live sporting event, under section 87(2) of the Act.
Information, not legal advice. 18+ only. Gamble responsibly.
