The Football Kenya Federation (FKF) Premier League has secured a landmark ten-year sponsorship deal worth Ksh1.12 billion with a leading gaming firm, signaling a major revival for top-flight football in the country.
The sponsorship, unveiled on Thursday, will see the 2025/2026 season receive an immediate boost of Ksh85 million. The agreement not only grants the sponsor exclusive naming rights to the FKF Premier League but also marks the company’s much-anticipated return to the local football scene after a successful previous partnership between 2015 and 2019.
The gaming firm had exited the sponsorship space citing “punitive measures” from regulatory authorities, including delayed license renewals and suspension of its paybill numbers—challenges that significantly impacted its operations. However, its return signals renewed confidence in the football ecosystem and the federation’s management.
The FKF Premier League has been without a title sponsor since August 2021, when another betting company abruptly pulled out of all sports sponsorship in Kenya. The league has since struggled with financial instability, often leaving clubs cash-strapped and even league champions unrewarded.
FKF President Hussein Mohammed hailed the new deal as a turning point:
“A transformative chapter begins for Kenyan football. After enduring challenges in attracting sponsorship, this renewed support signals hope and progress.”
Under the terms of the agreement, 60% of the annual sponsorship funds will go directly to FKF Premier League clubs as grants to support team operations, player welfare, and development programs. The remaining 40% will be allocated to administrative and operational costs to enhance the league’s structure and day-to-day management.
The long-term nature of the deal is expected to bring financial stability, professionalism, and increased competitiveness to the league. It is also anticipated to improve infrastructure, boost youth talent development, and restore the credibility and excitement of Kenyan club football.
The gaming firm’s CEO expressed enthusiasm about the renewed collaboration:
“We are excited to rekindle this partnership. Football in Kenya has so much potential. With consistent effort, we believe the golden days can return.”
Fans, clubs, and players alike have welcomed the deal as a timely lifeline that could reignite the FKF Premier League’s stature in the region. With this injection of funds and long-term commitment, stakeholders are optimistic that Kenyan football is now on the path to recovery and growth.
Written By Rodney Mbua
