SportPesa launches first UK campaign #MakeItCount


Global betting brand SportPesa has launched its first major UK push, including a TV campaign that features a number of its sponsored properties.

The firm commissioned CSM to create the new 30-second commercial, which aired for the first time on BT Sport during the Premier League game between Liverpool FC and Arsenal.

The creative centres on a voiceover with extracts from Theodore Roosevelt’s ‘Man in the Arena’ speech. It features a collection of moments where everyday people have seized their opportunity in the sporting arena.

SportPesa has its European headquarters in Liverpool and consciously selected Merseyside locations for the filming, which also nods to a sponsor portfolio that includes Everton FC and boxer Tony Bellew.

The #MakeItCount campaign aims to support the brand’s “Take every opportunity” positioning, encouraging members of its target audience (18-35-year-old males) to seek out experiences and seize the moment through the power of sport.

Commenting on the work, Shaun Simmonds, head of marketing for SportPesa said: “SportPesa is passionate about sport and taking every opportunity. Our brand positioning is at the heart of everything we stand for, whether it’s supporting professional or grassroots clubs, our Kits for Africa initiative, or providing unique global opportunities for African and European clubs to play each other”.

SportPesa was formed in 2014 and operates in six global markets.

The brand is the main club sponsor of Everton FC, the shirt sponsor of Hull City FC, the official betting partner of Southampton FC, and the African betting partner of Arsenal. It also supports rugby’s PRO14 Championship alongside a range of commitments in the area of sport and sport-led development.

In particular, the brand is the title sponsor of the SportPesa Kenyan Premier League and created the Kits for Africa initiative, which has so far seen more than three tonnes of kit donated by fans of sponsored clubs to football communities in the continent.