Customers new to SportPesa enter the SportPesa Bonus Code when opening a new account. However, when the site was reviewed there were no active promotions using the SportPesa Bonus Code. Although the operator is based in Kenya some of the company operations are based in the Isle of Man and the bookmaking licence has been issued in accordance with the regulations of the Isle of Man Gambling Commission.
SportPesa has partnerships with three football teams from the English Premier League and is a member of a body that adjudicates on disputes that is located in the UK. When going through the online registration procedure new customers specify the SportPesa Bonus Code. Online registration for a new account involves entering a unique username and password that are used to login. Each registration has a unique account number. At the time of writing SportPesa does not have a mobile app betting site for mobile devices.
SportPesa and the English Premier League
Bookmakers and Soccer
SportPesa are one of a growing number of online bookmakers to set up partnerships with clubs in the English Premier League. It is the most watched and bet on league globally and having working relationship with teams brings about exposure and brand identity around the world. Television deals make the English Premier League cash rich which means clubs are able to recruit the best coaching and playing talent. That makes the league attractive to viewers in many countries so partnerships with clubs makes good business sense for relatively new and well established sportsbook brands.
SportPesa using the SportPesa Bonus Code is a betting operator based in Kenya where the online bookmaking industry has not matured. Firms can compete on betting margins and free bets but spending money on marketing and promotion is important in the context of gaining market share. English football has some of the leading sports brands in the world with huge support bases such as Manchester United, Liverpool, Arsenal and Chelsea but the smaller teams are now able to invest in the best talent. The bigger teams usually compete in the Champions League which identifies the best club in Europe.
English Premier League
The Premier League has been dominated by a small number of teams in the past but it is now more open and competitive. Leicester City were the champions in 2015-16 due to management and organisation but the buying power of the teams below the top bracket has increased. An English Premier League team is a good marketing proposition due to the global interest that has increased because some of the best managers and players are involved.
Football is by far the most popular betting sport around the world and the English Premier League is the most high profile competition. It makes sense for the two industries to join forces and now it is common for clubs to have betting partners. SportPesa is growing their portfolio of relationships with English clubs in the top division but investment from the continent of Africa is a relatively recent development. New customers can enter the SportPesa Bonus Code. Business deals are linked to player development and new areas are now opening up for scouting and recruitment.
SportPesa and Southampton FC
SportPesa now have commercial deals with three Premier League teams having recently added Southampton to Hull and Arsenal to their lists of partners. All three lucrative deals will be in place during the 2016-17 season and for some years in the future. Southampton are breaking new ground with the value of a deal with a bookmaker and other types of business. Southampton will be using the deal for commercial developments in Africa while SportPesa will be trying to increase their global reach through broadcasting and the media. Arsenal are regular qualifiers for the Champions League but Hull and Southampton are unlikely to appear but Leicester are playing in the 2-016-17 competition after winning the league as huge outsiders.
Business deals are rarely made for altruistic reasons but it helps for the reputation of Southampton that the club will be working in Kenya to develop the sport. The club are sending support staff to Kenya and will therefore get positive coverage in the media which will help SportPesa. Players from Kenya will come to Southampton’s training ground to cement the relationship. Kenya are working towards playing in the 2022 World Cup and one of the country’s leading bookmakers in partnership with a Premier League club will help achieve that objective. The betting market away from Europe is relatively undeveloped and SportPesa are trying to be involved in growth by joining forces with a football club from the Premier League.
SportPesa and La Liga
The two top leagues in Spain are operated by La Liga and the body have entered into a regional partnership with SportPesa. La Liga now has a business relationship with the online sportsbook that is based in Africa.
At the time of writing the details of the agreement had not been published but the deal will initially cover three years. SportPesa will now work with La Liga in an official capacity as the betting partner from the continent of Africa.
La Liga is looking to expand its interests in the African continent and SportPesa will assist the organisation in meeting their objectives. The agreement is seen as important for La Liga because it is looking to make a bigger commitment to Africa.
Spanish teams have a global following, especially the superpowers Real Madrid and Barcelona. These two massive clubs have fans all around the world. The agreement with SportPesa strengthens the links between the clubs and supporters and that includes those located in Africa.
For SportPesa the partnership will help in the local development of talent. La Liga’s expertise will improve playing standards in Africa. The company has similar business arrangements with the English Premier clubs Arsenal, Hull City and Southampton and will now add Spanish football to their portfolio of partnerships.
SportPesa is a dedicated sportsbook that does not feature a casino or other types of gaming products. Bettors who go through the registration process can specify the SportPesa Bonus Code. It is one of the leading online bookmakers founded in Africa even though it is run partly from the Isle of Man. The main sports bet menu on the Home Page includes Quick Picks from the most popular football leagues and a list of about 30 betting sports. The range of sports is suited to the UK and European market and the branding does not suggest a Kenyan back office. The website looks similar to UK based sites and the default and only language is English. There are detailed betting rules for each sport and comprehensive Terms and Conditions.
The main UK betting sports are listed at the top of the menu but strangely with darts first. For all sports bet customers can place multiple bets which can produce jackpot wins. The minor sports are then listed alphabetically but the following generate the most betting interest and turnover:
Football is the most popular betting sport on the SportPesa website and all the quick pick markets are from football leagues around Europe and The Europa League and Champions League. As is fitting for a company that has partnerships with three teams from the English Premier League SportPesa has most markets for fixtures in this competition. Upcoming matches are displayed showing the date and time, the teams, odds in the three way match markets and links to related odds.
Football markets for all games and competition are displayed in the following categories:
- All Matches
- Match Specials
A link to a statistics section shows the last 10 results for each team and the latest 10 head-to-head games. For each fixture the competition and game results are shown. The last six results are summarised showing whether it was a Win (W), Loss (L) or Draw (D) and the percentage of wins out of six fixtures.
There are many websites that provide betting tips for football. A prediction is generally given for the match winner, number of goals and the correct score. SportPesa are not concerned with betting tips as the odds are still in their favour and not every prediction is correct. Betting tips are available for matches in the main leagues and the World Cup and European Championship finals.
SportPesa is trying to break into the UK market so horse racing is an important element of the sports service. Racing odds are offered for meetings in the UK and Ireland, major international races and ante-post betting. This section features upcoming major races and the main events at the next Cheltenham Festival. Few other bookmakers offer such a comprehensive range of future races which suggests that SportPesa have invested in experienced odds compilers and racing traders.
The main horse racing page displays links to the next three races. For each race the following information is available: meeting, time, distance, type of race, going and place terms such as one quarter the odds for the first two places. Horses are listed in racecard number with this information: number, stall, silks or colours, name of horse, trainer and jockey. The previous and current odds are shown but SportPesa does not offer best odds guaranteed on UK and Irish racing.
Golf is a popular betting sport in the UK. Sky Sports shows live coverage of every tournament on the US PGA Tour and the European Tour and major events from other tours such as the Ladies and Senior’s. Golf betting is covered in the sports betting press and publications have been written on the subject. SportPesa displays outright odds for events on about 10 tours. Odds are also available for money lists, upcoming major championships and the Ryder Cup. No other bookmaker covers more tournaments and the number of events will appeal to golf bettors in the UK.
For each tournament customers can bet on the following markets:
- 72 hole match betting between two players and not including the tie
- Outright winner – each way one quarter the odds for the first 5 places
- Nationality winner – each way one quarter the odds for the first three places or win only
- Top 5 finish – win only
For each round odds are offered for 18 hole match betting, generally including three players in the first two rounds and two players in round three and four. Dead heat rules apply in the three-way markets and odds for the tie are quoted for matches which involve two players. Dead heat rules also apply when two players or more are tied for the places but a playoff decides the winner when there is a tie at the top of the leader board.
Tennis has seen tremendous growth as a betting sport since the onset of online sportsbooks. The sport is played professionally seven days each week from January until November. The two main tours are the ATP for men and WTA for women. SportPesa has outright and match odds for tournaments on these two schedules. They also cover matches on the feeder tours and ante post markets for the four upcoming Grand Slam events and the Fed Cup and Davis Cup. Both main tours culminate in finals at the end of the regular season bringing together the best players and the events are very popular for betting so are covered by SportPesa.
There are a comprehensive range of markets for betting related to each individual match. The main ones are as follows:
- Match winner
- Over/under games
- Over/under games in the first set
- Over/under games in the second set
- Correct ser betting
- Winner first set
- Winner second set
- Correct score first set
- Correct score second set
Customers can also bet on whether there will be a tie-break in a match and over or under the total number won by each player.
SportPesa allows customers to enjoy live betting in several sports and events from around the world. Live betting information is displayed but this might be delayed or inaccurate due to technical issues. Match details such as the livescore are provided as a guide and it is the responsibility of the bettor to find a reliable source. If bets are made on the basis of errors in this area SportPesa are not liable for any losses and the betting rules refer to how bets are settled in such circumstances. In-play events are shown in an overview, event view and Asian view and there is a schedule of upcoming live matches.
The majority of live games involve football but cricket and tennis are also featured in the live betting environment. A football live game in the overview show the teams, the current half being played, the time elapsed, the score, current 1X2 odds and a link to up to 70 related markets. The additional markets to the match result are in the categories of fast markets, goals, corners and halves. Fast markets include odds of things to happen in the next minute or next five minutes in all games. Live games are available for the main leagues in Europe and some of the more obscure.