SportPesa: The Return of a Legend. How the East African Giant Regained Global Recognition by November 2025

SportPesa is synonymous with African gambling, known for its massive jackpots and high-profile global sponsorships. After difficult regulatory periods in East Africa, the brand not only survived but strengthened its positions in Kenya and Tanzania, banking on loyalty, proven mechanics, and social responsibility.

Brand History and Geography

The SportPesa brand was founded in 2014 in Kenya. It quickly gained momentum thanks to the largest jackpots in Africa and an unprecedented level of global marketing, including sponsorship of English Premier League clubs. In 2025, the brand is focused on restoring total dominance in key markets.

Current Countries of Operation (Africa): Kenya (key market), Tanzania, South Africa.

Product Offering

SportPesa has historically focused on sports betting and jackpots, which form the core of their USP.

• Sports Betting and Esports: Excellent line depth, especially on football.
• Online Casino: Available, but remains a secondary product; offers classic slots, table games, and Live Casino (mainly in South Africa).
• Exclusives, In-house Games: Famous Weekly and Daily Mega Jackpots — the main exclusive and primary magnet for acquisition.

Traffic and Behavioral Metrics (November 2025)

• Visits — Total Traffic: ~18.8 million (total traffic across Africa)
• Average Session Duration: 21 minutes 45 seconds (High figure due to jackpot anticipation)
• Bounce Rate: 25%
• Mobile Share: 90%

Top 5 African Countries where the brand is present (by traffic share):

1. Kenya — 50%
2. Tanzania — 30%
3. South Africa — 10%
4. Zimbabwe — 5% (Projection based on affiliate traffic)
5. Zambia — 5% (Projection based on affiliate traffic)

Traffic Sources

• Direct: 60% (Phenomenal brand strength and loyalty)
• Referrals: 5%
• Social: 8%
• Organic: 22%
• Display / Paid: 5%

Key Partnerships and Influencer Marketing

• Ambassadors: Local football legends and public figures in Kenya and Tanzania.
• Sponsorships: Sponsorship of leading Kenyan football clubs (Simba SC, Young Africans SC in Tanzania) and other major sporting events in East Africa.
• Partnerships: Extensive charitable and social programs (CSR) — a key tool for restoring image and trust in Kenya.

Marketing Strategy

"Jackpot and Social Footprint" Strategy:

• Emotional Marketing: Emphasis on transforming lives through "life-changing wins."
• Brand Patriotism: Using deep integration into local sports and community support to bypass regulatory barriers.
• Search Dominance: Strong SEO optimization and work with local news resources to retain organic traffic.