LaLiga welcomes African bookmaker SportPesa as new regional sponsor

SportPesa, a global gaming brand has broken new ground after entering an agreement with the Spanish Football League, to become The Official African Betting Partner of LaLiga. The company strives to contribute to the growth of sports in each of the markets in which it operates and is also strongly committed to transparency and integrity, values with which LaLiga is synonymous. 

This groundbreaking agreement was inked on Wednesday, April 26, 2017 by President Javier Tebas and LaLiga’s Commercial and Marketing General Manager, Adolfo Bara, representing LaLiga as well as SportPesa’s Africa CEO Ronald Karauri and SportPesa’s Director responsible for Global Strategy, Ivo Bozukov. Spanning an initial three years, the agreement will help LaLiga grow and get closer to its fans in Africa, which is a strategic territory as over three quarters of the population are interested in football, with millions of fans tuning in across the continent to watch the flamboyant Spanish football. 

La Liga Commercial and Marketing GM Adolfo Bara (2nd Left) SportPesa Chairman Paul Ndung'u CEO Ronald Karauri, La Liga President Javier Tebas other top officials from La Liga at the deal signing event in Spain

LaLiga’s Commercial and Marketing General Manager, Adolfo Bara commented that "This is a very important agreement for LaLiga, as it further solidifies our commitment to the African continent. LaLiga is the best league in the world and this agreement with SportPesa is an indication of us joining forces with a leading African company that shares the same vision. It is paramount for LaLiga to constantly get closer to its fans all over the world and we're sure that this new partnership will contribute towards that.” 

SportPesa CEO, Karauri, welcomed LaLiga’s engagement in the African continent and their commitment to contribute high quality footballs, sports kits, training expertise and public viewing events for those who have not had the opportunity to experience the joy of Spanish Football. 

“We believe that this partnership will bring into Africa LaLiga, which is a globally recognised leader in football talent development. It ties well with our company’s objective of developing sport in Africa by bringing in the invaluable professional experience of one of the top leagues in Europe” Karauri declared.

Already active in Africa, LaLiga has offices in Johannesburg, South Africa, which was established in 2015 and in Abuja, Nigeria, which opened in July 2016. With this agreement, it hopes to achieve much greater visibility and understanding of Spanish clubs overseas. It is another example of LaLiga's internationalisation strategy, the aim of which is to expand its brand and fly the flag for Spanish football all over the world.

A truly global sporting property, LaLiga also has offices in the United States, China, the United Arab Emirates, India and Singapore, boasting a global audience of some 2.5 billion people in over 180 countries.

LaLiga and SportPesa are united by a shared vision and conviction concerning the potential for growth of football across Africa.