Everton have become the latest English football club to seek sponsorship from Kenya after it was revealed the Liverpool club are in talks with online sports betting firm SportPesa about a lucrative new shirt sponsorship deal.
However, the company are keen to increase their UK profile even further and are hoping to sign a deal which will see them become the Toffees’ main commercial partner, when the club’s current 12-year association with Thai brewery Chang expires in the summer.
The deal is understood to represent a considerable increase on Everton’s current Chang contract which is worth £5.3 million a year.
Despite only being founded two years ago, SportPesa, which is owned and operated by parent company Pevans East Africa Limited, have rapidly become a major player in the growing online sports betting market.
Betting firms increasingly dominate the Premier League shirt sponsorship market with Philippines-based online gambling company Dafabet sponsoring both Burnley and Sunderland, Asian firm BETEAST appear on Swansea’s shirts, gaming site Mansion claim Crystal Palace and Bournemouth, while Stoke City (Bet365), Watford (138.com), West Brom (UK-K8.com) and West Ham (Betway) also enjoy lucrative deals.