Seeking to amplify its European market profile, leading Kenyan bookmaker SportPesa announces that it has become the lead/title sponsor of the ‘Racing Point’ Formula 1 team.
The move sees SportPesa, confirm early 2019 rumours that the bookmaker was seeking to become the first title-related betting sponsor of a F1 Team, following the sport’s governance lifting restrictions on betting sponsorships and data rights beginning this F1 2019 season.
Stating its intent on becoming a recognised brand within F1 paddocks, SportPesa marketing announces that it has secured a multi-year deal with Racing Point moving to rebrand as ‘SportPesa Racing Point F1’.
Updating the market, Adam Beighton, SportPesa, Company Director detailed the importance of the partnership and SportPesa backing F1 initiatives:
“We are absolutely delighted to become part of the extended Formula One family. This partnership is very important to us because it diversifies us into new territories and allows us to reach new audiences across the globe.
“Equally important is the platform it provides us which enables us to stay true to our mission; to build and develop grassroots and professional sport in the countries where we operate by bringing new opportunities to local communities.”
In its public update, SportPesa marketing stated that it would not disappoint Formula 1 fans, choosing to maintain Racing Point’s popular pink team colour, and not pursuing for a rebrand of the F1 team’s car and identity.
In turn, the SportPesa brand was revealed by its lead 2019 drivers Sergio Perez and Lance Stroll, alongside with the Team Principal, Otmar Szafnauer, and Technical Director, Andrew Green.
Backing SportPesa, Team Principal Otmar Szafnauer stated that the sponsorship represented a new era for Racing Point. :- “SportPesa is a young, dynamic, growing company whose values align with our own vision to become a team capable of competing at the very front of the grid.
“We are excited to have such an ambitious partner on board to help us deliver our team mission and look forward to working with them to bring the sport of Formula One closer to fans around the world. The car looks stunning with the addition of blue to the already iconic pink livery, which gives us a strong identity as we begin this exciting new era.”