What SportPesa Kenya does

SportPesa Kenya is a licensed online sports betting and gaming operator serving Kenyan adult consumers (18+). The platform is operated locally by SportPesa Kenya (registration PVT-9XUGA85) under the broader Ithotho (Pty) Ltd corporate umbrella, and is regulated by Kenya's Betting Control and Licensing Board under license BK 0001193, with casino products supplied by Standard Global East Africa Limited under BCLB license PG 0000427.

The product is a multi-channel betting and gaming platform accessible via SMS (79079), USSD (*790#), the web (ke.sportpesa.com), and native Android and iOS applications. Core products include pre-match and live sports betting across 13+ sports (football, basketball, tennis, rugby, cricket, boxing, MMA, eFootball, etc.), an online casino with over 70 games (slots, roulette, poker, blackjack, live dealer, plus crash games like Aviator/JetX/Aviatrixx), virtual sports, lottery-style Lucky Numbers, weekly Jackpot (13 games) and Mega Jackpot Pro (17 games, five prize tiers up to Ksh 100M), a free-to-play Goal Rush prediction game, and a monthly Fantasy Premier League. Live scores are integrated via SportRadar. Deposits and withdrawals are processed through M-Pesa (Paybill 955100 or 5212121) and Airtel Money (Paybill 955100 or SPORTPESA).

SportPesa generates revenue through a transactional take-rate model—earning margin on the difference between posted odds and true probabilities, plus a 20% withholding tax on net winnings and applicable excise tax on stakes. Pricing is unit-based for jackpots (Ksh 99 per bet) and stake-based for singles/multi-bets (minimum Ksh 1–10, maximum payout capped per product). The go-to-market is product-led and event-driven: customer acquisition combines a mobile-first self-serve onboarding experience (registration in under two minutes), broad multi-channel accessibility, sports content engagement, and the Ksh 1.12 billion SportPesa League title sponsorship of Kenya's top-flight football league covering 18 clubs, with broadcasting via Azam TV. The company also markets across Facebook, Twitter, Instagram, YouTube, TikTok, WhatsApp, Telegram, a dedicated blog, and a news portal.

Name

SportPesa Kenya

Legal name

Ithotho (Pty) Ltd

Website

https://ke.sportpesa.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Short description

SportPesa Kenya is a licensed online sports betting and gaming platform serving Kenyan adult consumers via SMS, USSD, web, and mobile apps, offering sportsbook, casino, virtuals, jackpots, and crash games, with M-Pesa/Airtel Money payments and title sponsorship of Kenya's top-flight football league.

Ownership category

akta.pro rank

Product category

Online Sports Betting and Gaming

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Sports betting platform
• Online casino games
• Mobile betting
• Jackpot betting
• Live sports wagering

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Sports Betting: SportPesa generates revenue through sports betting on football, basketball, tennis, rugby, cricket, and other sports. Customers place bets via SMS, web, or app with odds-based winnings. The platform applies withholding tax of 20% on net winnings and excise tax on bets.
2. Online Casino: The casino offers over 70 games including slots, table games (roulette, poker, blackjack), and live casino. Revenue is generated from house edge on casino games. Casino products are provided by Standard Global East Africa Limited.
3. Virtual Sports: Virtual games betting including virtual football. These are simulated sporting events that run continuously, offering betting opportunities outside of real-world match schedules.
4. Mobile Applications: Dedicated Android and iOS apps for sports betting and casino, available for free download. Apps optimized for data efficiency to serve customers with varying internet access.
5. Jackpot Products: Weekly Jackpot (13 games) and Mega Jackpot Pro (17 games) products. Each bet costs Ksh 99. The company accumulates jackpot pools that progress weekly without winners. Bonus structures for near-miss predictions.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels12 records

Core offering

SportPesa Kenya operates a multi-channel online sports betting and gaming platform. Customers place pre-match and live in-play bets on football, basketball, tennis, rugby, cricket and other sports, play casino games (slots, table games, live dealer, crash-style games), bet on virtual sports, and participate in jackpot products. The platform is accessible via web, native Android/iOS apps, SMS (79079) and USSD (*790#), with deposits and withdrawals processed through M-Pesa and Airtel Money.

Product overview

SportPesa Kenya operates a multi-product online gambling platform consisting of a sportsbook with pre-match and live betting, an online casino with 70+ games (slots, table games, live casino, Aviator), virtual sports games, and jackpot products (standard Jackpot with 13 games, Mega Jackpot Pro with 17 games in 5 tiers). The platform is accessible via website (ke.sportpesa.com), dedicated Android/iOS sports and casino apps, SMS betting to 79079, and USSD dialing *790#. Additional offerings include Goal Rush prediction game, Lucky Numbers lottery betting, and the SportPesa Fantasy Premier League. The sports betting core supports multiple markets including 1X2, Over/Under, Both Teams To Score, Double Chance, and various Asian/European handicap options. The platform integrates M-Pesa and Airtel Money for mobile money payments.

Differentiator

Problem solved

Functional benefit

Brands

• SportPesa League: Formerly FKF Premier League, Kenya's highest level professional football league sponsored by SportPesa. Features 18 top clubs including Gor Mahia, A.F.C. Leopards, Shabana FC, Muranga Seal FC, and Ulinzi Stars.
• SportPesa Casino
• Virtual Games
• Mega Jackpot Pro
• Goal Rush
• Lucky Numbers
• Aviator
• SP Score App

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• Football Kenya Federation (FKF)flagshipStrategic or Co-development Partner · 19 September 2025SportPesa entered a landmark Ksh 1.12 billion partnership with Football Kenya Federation to rename the FKF Premier League as the SportPesa League from the 2025/26 season (kicking off 19 September 2025). The partnership covers naming rights, prize money of Ksh 15 million for champions, Ksh 20 million total for top 3 clubs, with 60% of funds channeled to the 18 member clubs for player welfare and facilities. Broadcasting via Azam TV.
• Azam TVcoreChannel Partner/ Reseller/ DistributorAzam TV provides broadcasting coverage for the SportPesa League matches, ensuring nationwide access to fixtures for fans and bettors. This partnership enables SportPesa's sponsored league content to reach a wider audience.
• Safaricom (M-Pesa)coreTechnology or IntegrationSafaricom's M-Pesa mobile money service is the primary payment integration for SportPesa. Customers deposit via Paybill 955100 or 5212121 and withdraw funds. M-Pesa is the dominant mobile money platform in Kenya with extensive reach.
• Airtel Kenya (Airtel Money)coreTechnology or IntegrationAirtel Money integration provides alternative mobile money payment option for SportPesa customers. Deposits via Paybill 955100 or SPORTPESA. Serves Airtel's customer base in Kenya.
• SportRadarcoreTechnology or IntegrationSportRadar provides live scores integration for SportPesa's platform at ls.sir.sportradar.com/sportpesa. This enables real-time match tracking for in-play betting and customer engagement.
• Standard Global East Africa LimitedcoreTechnology or IntegrationStandard Global East Africa Limited provides casino products for SportPesa Kenya under BCLB License Number PG 0000427. They supply the casino gaming technology including slots, table games, and live casino offerings.
• Gor Mahia FCcoreStrategic or Co-development PartnerGor Mahia FC is one of 18 clubs in the SportPesa League. The club is featured in SportPesa's blog and marketing materials, benefiting from sponsorship visibility.
• Shabana FCcoreStrategic or Co-development PartnerShabana FC is featured as one of the rising forces in the SportPesa League. The club is highlighted in SportPesa's marketing and blog content.
• Muranga Seal FCcoreStrategic or Co-development PartnerMuranga Seal FC is one of the 18 clubs in the SportPesa League, receiving funding from the sponsorship deal.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Betika: Betika is a Kenya-focused sportsbook and casino brand owned by SportPesa's parent ecosystem's competitor, with heavy SMS/USSD and mobile-money distribution. It targets the same Kenyan mass-market sports bettor with similar jackpot and multi-bet products.
• SportyBet: SportyBet is a leading African mobile sportsbook with strong presence in Kenya, Nigeria and Tanzania, offering sports betting, casino and virtuals. Its mobile-first, lightweight product and low minimum stakes position it as a direct competitor for the same Kenyan mass-market segment SportPesa targets.
• Betway Kenya: Betway is a global sportsbook and casino operator with a dedicated Kenyan entity (licensed by BCLB). It offers the same core proposition as SportPesa Kenya — pre-match and live sportsbook, casino, jackpots and mobile-money integration — making it the closest head-to-head competitor for Kenyan bettors.
• BetKing: BetKing is an African-focused sportsbook with operations in Kenya and Nigeria, offering sports betting, virtuals and casino products. It targets similar price-sensitive sports bettors in Kenya and competes on odds and mobile-first experience.
• 22Bet Kenya: 22Bet is a global sportsbook and casino operator with a Kenya-facing site offering deep sports markets, live betting and casino. It is a direct competitor to SportPesa in the online Kenyan sportsbook category.
• MozzartBet Kenya: MozzartBet is an East African sportsbook and casino operator with retail shops and online presence in Kenya. It offers sports betting, casino, virtuals and jackpots with mobile-money integration, directly overlapping SportPesa's product mix and Kenyan customer base.
• 1xBet Kenya: 1xBet operates a global online sportsbook and casino with a Kenya-facing site, offering extensive sports markets, casino, virtuals and aggressive bonuses. It competes directly with SportPesa on price, market depth and promotional intensity in Kenya.
• Odibet: Odibet (operated by Odi Bets Ltd) is a Kenya-licensed sportsbook offering pre-match, live and jackpot betting with mobile-money rails. It targets the same Kenyan sports-betting customer and competes on odds and promotional offers.

Broad incumbents

• Bet365: Bet365 is a global online sportsbook and gaming incumbent with the deepest sports market coverage and a strong live-betting product. While not a Kenya-licensed domestic operator, it is a benchmark competitor for product breadth, odds quality and live-betting technology that SportPesa competes against for sophisticated Kenyan bettors.
• Flutter Entertainment (Betfair): Flutter Entertainment is a global sports betting and gaming incumbent that owns brands like Betfair, Paddy Power and FanDuel. Although Flutter does not run a Kenya-specific brand, it sets the global benchmark for sportsbook product, trading and risk management that shapes competitive expectations in markets like Kenya.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportpesa
• YouTubeyoutube.com/user/sportpesa
• Facebookfacebook.com/SportpesaKenya
• Instagraminstagram.com/sportpesa
• TikToktiktok.com/@sportpesa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Kenya