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Arsenal bets on SportPesa extension

African online sports betting company SportPesa has enhanced its partnership with English Premier League football club Arsenal.

SportPesa will serve as Arsenal’s official African betting partner as part of the extended deal, the length of which was not disclosed. The company had previously served as the club’s official betting partner in Kenya alone.

Under the new agreement, SportPesa will receive pitchside exposure on match days through LED advertising boards. The company will launch digital marketing initiatives with Arsenal players to promote the club to African supporters, while ticket and merchandise giveaways will also be organised.

As part of the initial deal, which was signed in February, the two parties agreed to set up training camps in Kenya to support SportPesa’s grassroots initiatives. Arsenal will continue to back these initiatives through training camps and will also support SportPesa’s sponsorship of the top-tier Kenyan Premier League.

“Enhancing and expanding our partnership with Arsenal gives us a wonderful opportunity to connect with more people all over Africa, through both our grassroots coaching and also promotional activities with the club and its players,” SportPesa chief executive Ronald Karauri said.

“Arsenal has a huge presence and support across the continent, and we will use that positively to contribute to the sustainable growth of a number of different sports but mainly football with a shared dream to see Kenya compete in the World Cup for the first time in 2022.”

SportPesa last month signed a lucrative shirt sponsorship deal with Arsenal’s fellow Premier League team Hull City, and also partnered with Southampton.