Betika Partners with SJAK to Sponsor Kenyan Coaches (2025)

Category: Sports Sponsorship • Updated August 2025

Betika, one of Kenya’s leading sports betting companies, has taken a bold step to invest in local talent by partnering with the Sports Journalists Association of Kenya (SJAK). The partnership, valued at KES 6 million, is aimed at recognizing and rewarding outstanding football coaches across the country.

Coach of the Month Initiative

Through this deal, Betika will sponsor the Coach of the Month awards, where one football coach is recognized each month for exceptional performance. The winning coach receives KES 100,000 in cash, along with national recognition from both the media and the football community.

The initiative is designed not only to reward coaches but also to motivate teams and inspire better performance in local competitions. At the end of the year, a grand gala will be held where top coaches will be celebrated at a national level.

Impact on Kenyan Football

For years, grassroots football in Kenya has faced challenges such as inadequate funding, poor infrastructure, and limited recognition for coaching talent. Betika’s sponsorship is helping to change this narrative. By rewarding excellence, the initiative provides coaches with both financial support and visibility—two key ingredients for growth in Kenyan football.

The awards also bring positive competition among coaches, encouraging professionalism and a higher standard of training across teams in the Kenyan Premier League and lower divisions.

Betika na Community

This sponsorship falls under Betika’s wider corporate social responsibility program, “Betika na Community.” Over the years, this initiative has supported grassroots sports by funding local football tournaments, donating sports equipment, and renovating fields across the country.

Beyond football, Betika na Community also extends support to other areas of youth empowerment, including education and entrepreneurship projects. The company’s consistent community involvement has strengthened its reputation as more than just a bookmaker—it is now seen as an enabler of social impact.

Why This Sponsorship Matters

• Provides financial motivation to coaches who often lack structured salaries.
• Encourages professionalism in Kenyan football management.
• Raises the visibility of local coaches on a national stage.
• Strengthens Betika’s position as a socially responsible company.

The partnership with SJAK is also a strategic move for Betika in terms of brand visibility. By associating itself with the growth of Kenyan football, the company positions itself as both a leader in the gaming industry and a partner in national sports development.

Final Thoughts

In a market where sports betting companies are often criticized for their influence, Betika’s sponsorship initiative is a refreshing reminder that these companies can play a constructive role in society. Supporting coaches means supporting the very foundation of football in Kenya—development, training, and mentorship.

With the Coach of the Month awards now in place, Kenyan football is set to benefit from more recognition, improved standards, and motivated leadership at the grassroots level.