The Standard Group Plc is a multi-media organization with investments in media
platforms spanning newspaper print operations, television, radio broadcasting,
digital and online services. The Standard Group is recognized as a leading
multi-media house in Kenya with a key influence in matters of national and
international interest.
Safaricom’s Chief Financial Services Officer, Esther Waititu (center) with Kenya Lionesses players during the launch. [Courtesy]
The Kenya Rugby Union (KRU) has received a significant boost after Safaricom, through its M-PESA brand, announced a Sh100 million sponsorship deal for the national sevens teams, Shujaa and the Lionesses.
The two-year partnership, unveiled on Monday, aims to support the teams’ preparations for key international tournaments while also addressing player welfare and development.
The sponsorship will cover monthly allowances, comprehensive medical insurance, and airtime for players and officials. Additionally, the package includes financial literacy programs aimed at equipping players with skills to secure their futures beyond rugby.
Safaricom’s Chief Financial Services Officer, Esther Waititu, expressed the company’s commitment to supporting Kenyan rugby and fostering a sustainable sporting ecosystem.
“The National Sevens teams consistently make us proud on the global stage. This partnership is about more than elite players; it’s about nurturing talent from the grassroots to the professional level. We believe in transforming lives through sports and creating opportunities for future generations,” said Waititu.
The partnership comes at a critical time for Shujaa, who are preparing for the 2024/25 HSBC World Rugby Sevens Series, set to kick off on November 30 in Dubai. The Lionesses will also return to action in January during the World Rugby Sevens Challenger Series.
KRU welcomed the sponsorship, terming it a game-changer for the sport in Kenya. “This partnership with M-PESA is more than just financial support. It reflects a shared vision of making Kenyan rugby competitive on the global stage while empowering our players to build sustainable futures,” said KRU chairman, Sasha Mutai.
Shujaa Head Coach Kevin Wambua hailed the timely intervention, noting its positive impact on the team’s preparations. “Safaricom’s support gives us the motivation and resources to showcase our talent and resilience. We’re determined to make Kenya proud,” said Wambua.
The sponsorship also emphasizes sustainability, with plans to grow rugby’s fan base and develop young talent through initiatives targeting junior players.
Safaricom’s Managing Director of M-PESA Africa, Sitoyo Lopokoiyit, highlighted this long-term vision.
“Our sponsorship prioritizes sustainability, focusing on what enables success on and off the field. This is about empowering players and nurturing a lasting rugby legacy,” he stated.
This partnership marks M-PESA’s return to rugby sponsorship, rekindling a relationship that has played a pivotal role in Kenyan rugby’s success in past years.
With this renewed support, Shujaa and the Lionesses will be looking to regain their competitive edge and elevate Kenya’s profile on the international rugby stage.
The Standard Group Plc is a multi-media organization with investments in media
platforms spanning newspaper print operations, television, radio broadcasting,
digital and online services. The Standard Group is recognized as a leading
multi-media house in Kenya with a key influence in matters of national and
international interest.
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