Everton Football Club scheduled to end its lucrative partnership deal with SportPesa at the end of the season through an announcement the club shared.
“The agreement has been reached following a comprehensive review by the Club of its commercial strategy in line with its vision and future growth plans,” a statement from the club reads partly.
Increased government control of the gaming scene in Kenya last year saw most companies in the country lose their licenses with SportPesa being some of the companies that suffered the loss.
The decision of the English Premier League football club severing ties with the onetime-leading game brand in Kenya that still has operations running in Tanzania and South Africa was viewed as a victory by anti-gambling groups.
“The gaming brand, which has been Everton’s main partner since 2017, has agreed to the termination of its contract. The agreement has been reached following a comprehensive review by the Club of its commercial strategy in line with its vision and future growth plans.”
A club spokesperson said: “This has been a difficult decision but one that allows us to best deliver on our commercial plan and to grasp the new opportunities now open to us.
“The club would like to thank SportPesa for all of the work that has been done together. Our partnership has seen our first team visit Africa on two occasions, as well as former players and club staff, take part in numerous activations in the region.
“This has allowed us to grow our own footprint in Africa and further strengthen our special relationship with the continent.”
Everton will appoint a new main partner ahead of the start of the 2020/21 season.
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