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How gambling giant SportPesa made waves in Africa – and Premier League

Everton’s sponsors are hailed by the club for supporting community schemes, but there are concerns about how the Kenyan-Bulgarian firm profits from an online gambling craze Barely heard of in Britain until it launched a spree of Premier League club sponsorships in 2016, the online gambling platform SportPesa has since spread its name across football, rugby, horseracing and Formula One , associating its branding with good works in Africa. At Everton, where SportPesa is the main sponsor, its name is prominent all over Goodison Park, the club has been in Kenya for a pre-season tour , and it promotes SportPesa’s “Kits for Africa” initiative, with a donation bin in the club store. Everton’s chief executive, Denise Barrett-Baxendale, wrote in the club’s annual report: “We value our developing relationship with SportPesa, who have demonstrated a strong alignment with our values.” A spokesperson for Everton, which describes itself as “the people’s club”, said Barrett-Baxendale was referring to the sponsor’s support for the club’s extensive community work, which she herself pioneered in the deprived areas around Goodison Park. Related: Revealed: the ‘dire consequences’ of football’s relationship with gambling Continue reading...

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