This archive report was first published on 20 June 2020.
On June 18, 2020, Betsafe, a sports betting firm, breathed new life into Kenya's football scene by announcing a three-year sponsorship package worth Sh285 million for Gor Mahia and AFC Leopards.
The deal, which totals Sh55 million per season for Gor Mahia and Sh40 million for AFC Leopards, is a welcome relief for the two clubs, which have been struggling to make ends meet since SportPesa ended its partnership in September last year.
With an estimated budget of Sh8 million per month each, Gor and Leopards have been relying on donations and handouts to stay afloat. The Betsafe sponsorship is a timely reminder that Kenyan clubs need to diversify their revenue streams.
As the country's top clubs, Gor and Leopards should be able to attract corporate sponsors and generate revenue through membership drives, merchandise sales, broadcast rights, and player trades.
It's embarrassing that these two clubs, with the largest following in the country, are still struggling financially. Meanwhile, teams from neighboring countries like Tanzania, Egypt, and South Africa have no shortage of corporate sponsors.
