GAMBLING INSIDER

SportPesa has again targeted football’s Premier League for marketing its brand, as the operator has been confirmed as the official betting partner of Southampton FC on a three-year deal, Southampton’s biggest partnership in the sector.

Terms of the partnership will see the Saints send football development and support staff to Kenya, where SportPesa is based, while young Kenyan players will visit Southampton’s Staplewood Campus training ground.

Southampton CEO Gareth Rogers said: “We are delighted to have teamed up with SportPesa in what is by far our biggest partnership in this sector in the club’s history, and one of our largest partnership deals to date.”

This is the second time this week that a partnership between SportPesa and a Premier League club has been announced, as it has also struck a deal to be the shirt sponsor of Hull City.

Echoing the Southampton deal, the Hull partnership is said by the club to be the most lucrative in Hull’s history.

SportPesa also sponsors the Kenyan Premier League.

Ronald Karauri, SportPesa CEO, said: “We are grounded to our core values that centre around grassroots sport and community development. Our vision is for Kenya to participate in the 2022 FIFA World Cup and this partnership is a step in that direction.”