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Everton FC signs biggest commercial partnership with SportPesa

SportPesa will become the main shirt sponsor for Everton FC in a five-year deal described as the biggest commercial partnership in the club’s 140-year history.

Starting on 1 June, the new partnership is at the heart of an ongoing global expansion for SportPesa, which includes its recent investment in a new European HQ on Liverpool’s waterfront, after the city beat off competition from the likes of London, Manchester and Madrid.

This investment in Everton FC and the city of Liverpool exemplifies SportPesa’s commitment to the Liverpool region and will see the creation of more than 70 jobs.

Robert Elstone, Everton Chief Executive Officer, said: “We’re pleased to have secured the biggest commercial partnership deal in the club’s history with an ambitious and growing global company. From the outset, we have been impressed by SportPesa and the company’s plans. Over the coming months and years, we will be working closely to realise our ambitions together.

“SportPesa are committed to significant investment, not only in Everton through this partnership, but also in the city as they open up a new European headquarters that creates new jobs in Liverpool. The Liverpool office will give SportPesa the chance to engage with supporters through several fan activities and we look forward to an exciting partnership together.”

Since the company’s inception in 2014, Nairobi-based SportPesa has become a significant player in the sponsorship space. The title sponsor of Kenya’s top-tier football competition, SportPesa has been praised for reinvesting money into grassroots sports in the country. Earlier this month, the company also signed a three-year deal to become African sports betting partner for La Liga.

Ivo Bozukov, SportPesa Director of Global Strategy, said: “This is a proud and monumental day in the history of our organisation. Everton Football Club is a world-renowned sporting institution and a club of proud tradition and rich history. We are thrilled to have secured an alignment with Everton, a club weaved prominently throughout the tapestry of world football.”

Shaun Simmonds, SportPesa’s UK Marketing Manager, added: “A huge factor in our decision to form this partnership with Everton was the club’s passionate and committed fans. The club already does a fantastic job of making Everton accessible for its fans, and we look forward to amplifying this globally.

“The club has an exciting future with a new stadium on the horizon, a young and dynamic playing squad and a history for producing great talent through their famed Academy – for us, there couldn’t be a better time to be investing in Everton Football Club and the city of Liverpool. Together, I’m certain that we’ll achieve great things.”