What SportPesa does

SportPesa is a privately held digital gaming and sports betting operator headquartered in Nairobi (operating under Milestone Games Limited in Kenya), with regional hubs in Dar es Salaam and Cape Town, and approximately 501-1,000 employees serving around 20 million customers across Kenya, Tanzania and South Africa. Founded in 2014, it was the first digital betting company in Kenya and pioneered SMS-based betting, with USSD and cellco partnerships (notably Cell C in South Africa) extending distribution to feature-phone users. Core products are an online sportsbook, online casino (slots and live dealer), the flagship SportPesa and Mega Jackpots, and live scores / sports news delivered via mobile app, mobile web, SMS and USSD. Recent product additions include a virtual football title (Turbo League with Kiron Interactive) and a peer-to-peer crash game (with SkyControl).

The business model is transaction-fee driven: customers stake funds via mobile money on sports outcomes, jackpot entries and casino games, with the company retaining a margin on odds and game economics; revenue is not publicly disclosed. Distribution and brand are built on an unusually deep African sports sponsorship portfolio — including a 10-year, KSh 1.12 billion SportPesa League / FKF deal (2025-2028 era), a 3-year TZS 21.7 billion Yanga SC renewal, partnerships with Arsenal, Everton and Racing Point F1, and multi-sport extensions into rugby (DHL Stormers, Shujaa, Varsity Cup) and motorsport (WRC Safari Rally) — supported by community initiatives such as Tujiamini (over KSh 30 million monthly in awards) and Kits for Africa (45,000+ kits donated).

The company exited Kenya in 2019 following a regulatory/tax dispute and re-entered in 2021 after a favourable Kenyan Tax Appeals Tribunal ruling; a former director's UK High Court claims against the company were dismissed in November 2025. Operating geographies remain East and Southern Africa, with the public-facing mission of becoming the leading gaming operator in Africa by 2030.

Name

SportPesa

Legal name

Milestone Games Limited

Website

https://sportpesa.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SportPesa is a privately held African digital gaming operator offering sports betting, casino, jackpot, and virtual sports products to approximately 20 million consumers across Kenya, Tanzania, and South Africa, distributed via mobile app, web, SMS and USSD and monetised on a transaction-fee basis.

Ownership category

akta.pro rank

Product category

Online Sports Betting

NAICS

Other Gambling Industries (713290)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

akta.pro secondary industries

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB), Payments, Wallets & Cashiering for Sports Betting (MPAEACAG), Electronic Table Games (ETGs) & Stadium Gaming (MPAEAJAC)

Keywords

• Online sports betting
• Mobile gaming platform
• Casino games
• Jackpot betting
• SMS betting services

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations, Others

Revenue model

1. Online Sports Betting: Customers bet on sports through online platforms with competitive odds on Africa's favourite sports, generating revenue through betting stakes and margins
2. Casino Games: Fully licensed real money gaming services including casino games offered through online platforms
3. Jackpot Products: Weekly SportPesa Jackpots and Mega Jackpots where customers predict football scores for life-changing prizes
4. SMS Betting: Mobile money-based betting via SMS, enabling customers without internet access to participate in gaming

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

SportPesa operates a mobile-first digital gaming platform offering online sports betting, casino games, and jackpot products across Kenya, Tanzania, and South Africa. Customers access the platform via SMS betting, USSD, country-specific online websites, and a dedicated mobile app, with stakes and payouts settled through mobile money. The flagship SportPesa Jackpot requires customers to predict outcomes of 17 football matches for life-changing prizes.

Product overview

SportPesa is Africa's premier digital gaming company operating as a unified platform offering sports betting and casino games. The core product portfolio includes online sports betting with competitive odds, casino games including slots and live dealer experiences, and the flagship SportPesa Jackpot (predicting 17 football matches). Integrated products include Turbo League (virtual football with Kiron Interactive) and SkyControl crash games. The platform is accessible via mobile app, SMS betting, and USSD, with live scores and sports news as supporting features. Community initiatives Tujiamini and Kits for Africa extend the brand beyond gaming.

Differentiator

Problem solved

Functional benefit

Brands

• Tujiamini: SportPesa's sports and talent initiative that identifies, explores and empowers the sports and talent ecosystem, awarding over KSh 30,000,000 worth of products or services monthly to 54 winners across 4 categories.
• Kits for Africa
• SportPesa League

Products and services

• SportPesa Sports Betting Online sports betting service offering competitive odds on Africa's favourite sports (notably football), accessible via SMS, online, mobile app, and USSD channels to individual consumers in Kenya, Tanzania, and South Africa.
• SportPesa Casino Fully licensed real-money online casino offering slots, live dealer experiences, and table games on the same platform as sports betting, targeted at individual consumers in licensed markets.
• SportPesa Jackpot (Weekly and Mega Jackpot) SportPesa's flagship jackpot products: weekly jackpots with smaller match sets and the Mega Jackpot requiring customers to predict 17 football match outcomes for a chance to win life-changing prizes; six Mega Jackpot winners in Kenya over the last decade.
• Turbo League (Virtual Football) Mobile-optimized virtual football game developed with Kiron Interactive, providing fast-paced action with quick match cycles for customers in Kenya and Tanzania who enjoy football.
• SkyControl Crash Game (PvP) Peer-to-peer crash game integrated with SportPesa in Kenya and Tanzania, providing real-time multiplayer competitions and a social gaming experience distinct from single-player crash games.

Quantifiable outcome

• 45,000+ football kits donated through Kits for Africa initiative
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core, major and flagship.

• Cobus ReinachcoreStrategic or Co-development Partner · 27 March 2026Partnership with world cup winning Springbok scrum-half to spearhead SportPesa Effect Rugby Programme, focusing on coaching clinics, mentorship, and grassroots rugby development.
• Leo VaresecoreStrategic or Co-development Partner · 20 March 2026KSh 40 million sponsorship for SportPesa Racing Team drivers Leo Varese and Kigo Kareithi competing at WRC Safari Rally Kenya. Partnership ongoing since 2015.
• FNB Varsity CupcoreStrategic or Co-development Partner · 30 January 2026National sponsorship of FNB Varsity Cup, South Africa's premier university rugby competition. Partnership supports player development, academic balance, and long-term growth within rugby.
• DHL StormersmajorGTM or Marketing Partner · 1 September 2025Official betting partner for 2025/26 season. SportPesa brand features on DHL Stormers' new kit.
• Yanga SC (Young Africans Sports Club)flagshipStrategic or Co-development Partner · 13 August 20253-year sponsorship deal worth TZS 21.7 billion. SportPesa continues as Yanga SC's primary sponsor, having supported the club since 2017. Yanga FC won their fourth consecutive Tanzanian Premier League in 2024/25 season (31st title overall). Partnership also supports women's team and grassroots football within the club.
• Varsity Football South AfricacoreStrategic or Co-development Partner · 7 August 2025Three-year partnership as official Online Betting Partner of Varsity Football. Supports next generation of sporting talent with particular focus on women's football.
• Football Kenya Federation (FKF)flagshipStrategic or Co-development Partner · 1 August 2025Landmark 10-year sponsorship agreement worth Shs 1.12 billion to support the SportPesa League (formerly Kenyan Premier League). 60% of funds go directly to participating clubs as grants for player development, infrastructure, and professional standards. The remaining 40% supports administrative and operational functions.
• Kenya Rugby Union (Shujaa)coreStrategic or Co-development Partner · 1 November 2024Two-year sponsorship worth KES 84 million (KES 33 million for 2024/25 and KES 51 million for 2025/26) for men's national rugby sevens team, including prize money for National Sevens Circuit.
• Racing Point F1 TeammajorGTM or Marketing Partner · 1 January 2019Title sponsorship for 2019 season, making SportPesa the first betting company to become title partner for an F1 team.
• Everton FCmajorGTM or Marketing Partner · 1 January 2017Partnership built on shared belief in supporting communities. SportPesa supported Everton's mental health programme 'Imagine Your Goals' and created 'Goals That Give' campaign donating £1,000 for every Everton goal at Goodison Park.
• Cell CmajorChannel Partner/ Reseller/ Distributor · 1 January 2017Partnership to bring SportPesa to South African market through USSD and SMS betting services, enabling first-class mobile betting offerings.
• Cape Town City FCcoreStrategic or Co-development Partner · 1 January 2017Founding sponsorship and headline partnership supporting 100 grassroots clubs in Western Cape region through SportPesa DreamClub initiative.
• Arsenal FCmajorGTM or Marketing Partner · 1 January 2016Sponsorship partnership in English Premier League launched SportPesa brand globally. Part of broader initiative to bring world-class football clubs to Sub-Saharan Africa and improve quality of football in Kenya.
• Gor Mahia FCcoreStrategic or Co-development Partner · 1 January 20165-year partnership began in 2016, enhancing commitment to Kenyan football. Partnership restarted in 2022 after brief break, helping club win 2022-23 and 2023-24 league titles.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Entain: International sports betting and gaming group (Ladbrokes, Coral, BetMGM, bwin) providing a relevant broad-incumbent benchmark on multi-brand digital sportsbook operations and technology.
• Bet365: Global online sports betting incumbent that, while not Africa-specialised, competes with SportPesa for higher-spending customers in South Africa and other African markets via its web and mobile platforms.
• Flutter Entertainment: Global online gaming group (FanDuel, PokerStars, Paddy Power, Betfair) with sportsbook and casino capabilities across multiple markets; relevant broad incumbent benchmark for SportPesa's product roadmap and unit-economics.

Direct peers

• Betway: Global online sports betting and casino operator with deep presence in Kenya, Tanzania, and South Africa, competing head-to-head with SportPesa for the same African mobile-first betting customers.
• BetKing: African-focused sports betting and virtual sports operator active in Kenya, Tanzania, and Nigeria, offering a comparable mobile sportsbook and jackpot product set to SportPesa.
• Mozzartbet: Serbia-headquartered online sportsbook with a large African retail and online footprint including Kenya, Tanzania, and South Africa, directly overlapping with SportPesa's product and markets.
• Hollywoodbets: South African sportsbook and casino operator with a strong retail and digital presence in SportPesa's South African market, targeting the same betting and casino customer base.
• 1xBet: Global online sportsbook with aggressive expansion across African markets including Kenya and Tanzania, competing on odds depth, bonuses, and breadth of betting markets.
• BetLion: African-focused mobile sportsbook previously led by SportPesa's current CCO Jason Gibson; directly comparable mobile betting and casino offering for the same East African customer segments.

Others

• Kiron Interactive: Virtual sports and numbers-game provider partnered with SportPesa to launch Turbo League; a technology supplier and content partner rather than a direct competitor, but highly relevant to SportPesa's virtual football strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SportPesa_UK
• YouTubeyoutube.com/channel/sportpesa
• Facebookfacebook.com/SportPesa
• LinkedInlinkedin.com/company/sportpesa
• Instagraminstagram.com/sportpesa

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SportPesa