Kenya’s leading betting firm SportPesa has broken new ground after entering an agreement with the Spanish Football League, to become the Official African Betting Partner of La Liga.

The agreement was inked yesterday by La Liga president Javier Tebas,  commercial and marketing general manager Adolfo Bara as well as SportPesa’s Africa CEO Ronald Karauri and the firm’s director of global strategy Ivo Bozukov.

Spanning an initial three years, the agreement will help La Liga grow and get closer to its fans in Africa, which is a strategic territory as over three quarters of the population are interested in football, with millions tuning in across the continent to watch the flamboyant Spanish football.

Bara says the agreement is important as the Spaniards will get an opportunity to share their values with a leading betting firm.

“This is a very important agreement for La Liga as it further solidifies our commitment to the African continent.

La Liga is the best league in the world and this agreement with SportPesa is an indication of us joining forces with a leading African company that shares the same vision,” noted Bara.

He added: “It is paramount for La Liga to constantly get closer to its fans all over the world and we’re sure that this new partnership will contribute towards that.”

Karauri also welcomed the engagement, stating his firm’s commitment to contributing high quality footballs, sports kits, training expertise and public viewing of events for those who have not had the opportunity to experience the joy of Spanish football.

“We believe this partnership will bring into Africa La Liga, which is a globally recognised leader in football talent development.