Just three days after entering into a three-year shirt-sponsorship deal with English Premier League side Hull City, local betting company SportPesa on Wednesday signed “a multi-million pound three-year deal” with Southampton ahead of the 2016/17 season.
The deal will see Southampton support the development of young football players in Kenya by sending football development experts and support staff to the country.
In the exchange programme, young Kenyan players will also visit the club’s Staplewood Campus to learn key skills in football development at a Premier League club.
SportPesa, which is currently the title sponsor of the Kenyan Premier League, started operations in Kenya in 2014 and has been actively sponsoring sports activities in Kenya as the country seeks to qualify for the 2022 Fifa World Cup in Qatar.
Speaking after signing the deal on Wednesday, 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 partnership will allow the club to continue to build its partner portfolio for commercial success on an international scale. Our reputation for player development resonates around the world and we look forward to sharing our unique philosophy in Kenya and across Africa.”
SportPesa CEO Ronald Karauri said: “Our core values are centred on grassroots sport and community development. Our vision is for Kenya to participate in the 2022 World Cup and this partnership is a step in that direction.”