25/11/2024 - Safaricom Announces Ksh.100M 2-Year Partnership with KRU For 7s Teams

The sponsorship done under M-PESA, will cater for their monthly allowances, medical insurance and airtime

Safaricom (NSE: SCOM) has today announced a ground-breaking sponsorship deal with Kenya Rugby Union to sponsor the National Sevens Rugby Teams, Shujaa and Lionesses, for two years in a deal worth more than KSh. 100 million.

The sponsorship will be facilitated through M-PESA with the package encompassing monthly allowances for the players and officials, comprehensive medical insurance, airtime allowances and financial literacy programmes.

The support aims to help Shujaa gear up for the 2024/25 HSBC World Rugby 7s Series, which will begin on November 30, 2024, in Dubai. The Lionesses will return to action in January for the World Cup Challenger Seven Series.

“The National 7’s teams consistently make us proud on the global stage. As ardent supporters of Kenyan sports, we are dedicated to making it easier for them to pursue their passion and achieve their dreams. M-PESA has been a steadfast partner, committed to the growth and success of Kenyan rugby. We hope to continue transforming lives through sports in Kenya and globally,” said Esther Waititu, Safaricom’s Chief Financial Services Officer.

By empowering both Shujaa and the Lionesses, M-PESA is fostering a sustainable sporting ecosystem that will benefit future generations of athletes.

“This partnership with Kenya Rugby Union is about more than just the elite players. We are committed to nurturing and advancing grassroot sports in Kenya, which is why Safaricom’s sponsorship will also focus on initiatives that develop young talent, from junior teams to the professional level,” Ms Waititu said.

“We are excited to have M-PESA return to rugby sponsorship with support for both the men’s national team, Shujaa, and the women’s national team, the Lionesses, earning our brand enviable association with two successful teams. Our over KSh. 100 million sponsorship places a stronger emphasis on sustainability by focusing on aspects that enable the team to succeed globally, grow their fan base, and importantly, empowering players to develop a dependable financial future beyond their careers,” said Sitoyo Lopokoiyit, Managing Director, M-PESA Africa.

On his part, Shujaa’s Head Coach Kevin Wambua commended MPESA’s critical role in Shujaa’s return, stating, “Safaricom’s support is a timely boost as we prepare to showcase our talent, resilience, and passion on the world stage. With M-PESA’s support, we are more motivated than ever to make Kenya proud.”