The three-year deal will see the online gaming company have their name and company logo on Hull City’s home, away and third shirts for the 2016/17, 2017/18 and 2018/19 seasons.
The development happens barely a week after the company signed a Sh600 million deal with Kenya Rugby Union.
The new deal with Hull City is the most lucrative the club has had in their history dating back to 112 years ago.
Simon King, Commercial Manager at Hull City Tigers, said: “SportPesa are so much more than a betting brand, this is a company with a huge footprint across grassroots sport in Kenya, as well as the rest of Africa.”
The online gaming company, launched in 2014 has overtaken most money-making ideas in the 21st century in Africa with reports suggesting they make approximately Sh800 million every month.
They have been sponsoring a number of sporting events in the country, including becoming the title sponsor of the Kenya’s top-tier football competition – the Kenyan Premier League as well as sponsoring giants Gor Mahia and AFC Leopards. They also sponsor Kenya Boxing Federation as well as some local rally drivers.
Ronald Karauri, Chief Executive Officer of SportPesa, said: “This is a big milestone for SportPesa as it marks the scaling of a Kenyan brand into the global market. The SportPesa platform will now be available in the United Kingdom and later in the year present in several African countries. One year from now we will have presence in at least four continents.”