SportPesa lands title sponsorship deal with F1’s Racing Point

14 February 2019

SportPesa has become the first online betting operator to enter into a title sponsorship agreement with a Formula One (F1) motor-racing team after striking a deal with Racing Point Force India.

Under the multi-year deal, which comes into effect from the 2019 F1 season, the team will be renamed as the SportPesa Racing Point F1 Team.

SportPesa branding will feature on the front and rear wings, and engine cover of the team’s cars, which will retain their pink colour as part of the agreement. BWT will also continue as principal sponsor of the team.

Adam Beighton, company director at SportPesa, said the new partnership is very important to the betting operator as it will enable SportPesa to expand into new territories and reach 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 countries where we operate by bringing new opportunities to local communities,” he said.

Otmar Szafnauer, team principal and CEO of SportPesa Racing Point F1 Team, added: “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.”

SportPesa, which has operations in the UK, Kenya, Tanzania and South Africa, is no stranger to sports sponsorship, having worked with a number of teams and organisations since it foundation in 2014.

The operator currently serves as the main shirt sponsor of English Premier League football club Everton, under a five-year deal signed in May 2017. The agreement runs from the 2017-18 season until 2021-22.

In May 2018, SportPesa also agreed to become a partner of the final stages of last year’s Pro14 club rugby union tournament. SportPesa was the official gaming partner of the Pro14 Final Series, which took place in Dublin, Ireland.

Image: emperornie