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Betsafe Sponsors Two Kenyan Football Teams for Three Seasons

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Betsafe Sponsors Two Kenyan Football Teams for Three Seasons

 

Not many people can say that they have looked towards Kenya for betting opportunities, although now could be the time for that to change. You see, two Kenyan football teams have had their sponsorship taken over by the Betsafe online sportsbook.

It was on Wednesday, June 17 that Betsafe made the announcement of its new sponsorship deals with Gor Mahia and AFC Leopards, both of which play in the Kenyan Premier League. Operating as an offshoot of the Betsson AB brand, Betsafe’s unison with the two football teams will run for three seasons, beginning with the 2020-21 campaign ahead.

As part of those deals, the Betsafe logo will appear on the kits of both teams, and together, they are worth a combined 95 million Kenyan shillings (£722,000) per season. The lion’s share of that will go to the reigning league champions – Gor Mahia. But how did such a deal come about? Well, it all took place under Betsafe’s recently launched Kenyan offshoot – Bet High Kenya.

The country’s local media spoke with Tom Bwana, who operates as the Public Relations and Partner Manager for Bet High. He said that Betsafe would be launching its own operations in Kenya soon, and that the top priority for Bet High is Kenyan football. There is a number of top betting sites in Kenya that are already active, as the industry is growing considerably there. So, while seeking one out isn’t such a problem, once Betsafe’s Kenyan offshoot becomes fully active, there will be another alternative for bettors to utilise.

Long-Term Financial Support” Celebrated

Both of the Kenyan football teams who have secured the sponsorship deal with Betsafe took it upon themselves to celebrate the fact that everything had become official. Chairman of Gor Mahia, Ambrose Rachier said that he was happy to see his club now has “long-term financial support from a strong and safe partner”, while the Chairman of AFC Leopards, Dan Shikanda spoke of the security that the unison brings to the team.

It was the local betting operator SportPesa that sponsored both football clubs prior to Betsafe taking over. However, the Kenyan-Bulgarian brand (which also sponsored English Premier League club Everton) closed down its business last year following a bust up with the government regarding back-tax claims. This saw all of its local sports sponsorships cancelled in August of 2019, which marked the second occasion such an event took place. The “uncertainty” of the regulatory climate was blamed for this move.

That move was what left both of the Kenyan football teams without any sort of financial life support. According to some sources, Gor Mahia hasn’t paid any of its football players for the past five months due to this, so the sponsorship deal with Betsafe will come as a welcome and almost life-saving moment for the club.

It’s a shame, as Kenya had one of the most prosperous betting markets in Africa up until the government redefined how betting licences were handed out and how its operators were taxed. SportPesa wasn’t the only brand to pull out of the market within Kenya once this occurred, as another big name in Betin closed its Kenyan operations, too.

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Awards

Recognising the Powerhouses of Performance: SBC Launches Affiliate Leaders Awards

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Recognising the Powerhouses of Performance: SBC Launches Affiliate Leaders Awards

 

This year’s SBC Summit will see the premiere of the Affiliate Leaders Awards – a bold new addition spotlighting standout contributions in the affiliate marketing industry.

The Affiliate Leaders Awards will take place on Wednesday, 17 September 2025, from 19:00 to 24:00 at the MEO Arena, marking the first time SBC is hosting a standalone ceremony dedicated entirely to celebrating the achievements of affiliates, their operator partners, and the suppliers driving the affiliate ecosystem.

The new ceremony builds on the incredible momentum generated by the Affiliate Leaders Summit, which was first introduced during last year’s SBC Summit and has since been rolled out at SBC Summit Rio and SBC Summit Americas. This event has quickly become a flagship feature within the broader SBC Events portfolio, offering a highly focused environment for affiliates and their partners to connect, learn, and do business.

According to SBC Founder and CEO Rasmus Sojmark, the creation of the Affiliate Leaders Awards is a natural next step in SBC’s ongoing efforts to elevate and support the affiliate community within the iGaming and sports betting industries.

“Over the last year, we’ve doubled down on providing dedicated spaces and meaningful content for the affiliate community,” said Sojmark. “We’ve listened closely to what this community needs and the Affiliate Leaders Awards is the next phase – not just recognising their contributions, but celebrating them in the way they deserve.”

The Affiliate Leaders initiative – which includes the summit, community, magazine, news portal, and now the awards – has always been about empowering the affiliate sector and making business easier for its members. Whether it’s curated expo zones for affiliates and their partners, deep-dive content on SEO, AI, and acquisition strategies, or networking formats built for deal-making, SBC continues to create spaces where affiliates thrive.

Historically, affiliate-focused awards were limited to just a handful of categories within the broader SBC Awards. The introduction of a standalone ceremony enables SBC to significantly expand the recognition offered to this important segment of the industry.

This year’s Affiliate Leaders Awards will feature multiple categories, covering three key stakeholder groups:

  • Affiliates – Featuring categories that showcase the full spectrum of affiliate excellence, from top networks and niche verticals to standout campaigns, content leaders, and rising stars.
  • Operators – Celebrating operator teams and strategies that actively support, engage, and collaborate with affiliates.
  • Suppliers – Honouring the platforms, tools, and service providers that drive affiliate performance and innovation.

Award categories include Affiliate Network of the Year, Affiliate Content Manager of the Year, Affiliate Campaign of the Year, Social Media Campaign of the Year, and Affiliate Technology of the Year — all designed to spotlight the creativity, strategy, and innovation fueling affiliate success.

“With the launch of the Affiliate Leaders Awards, SBC adds a new layer of visibility and recognition. We want to highlight the innovation happening across the affiliate world – not just from the biggest names, but from rising stars, emerging content formats, and the tech providers enabling it all,” added Sojmark. “And we want to do that in a setting that brings everyone together – affiliates, operators, and suppliers – in a night of celebration, inspiration, and connection.”

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Applications Now Open

Entries for the Affiliate Leaders Awards are now officially open and will be accepted until Friday, 4 July. Entrants are invited to submit their applications via the Affiliate Leaders Awards website, where they can also review the full list of categories and entry criteria.

To attend the Affiliate Leaders Awards, participants must purchase a separate ticket. Attendees can choose between individual tickets or book full tables for their teams. For ticket information, please visit the Affiliate Leaders Awards website or contact [email protected] directly.

The Affiliate Leaders Awards will be followed the next evening by the long-established SBC Awards, now in its 12th year, continuing the tradition of honouring excellence across the entire sports betting and iGaming ecosystem.

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Awards

Myleene Klass Takes the Stage as Host of iGB Affiliate Awards 2025

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Myleene Klass Takes the Stage as Host of iGB Affiliate Awards 2025

 

Myleene Klass has been confirmed as the host of the 2025 iGB Affiliate Awards, set to be held on 3 July at iGB L!VE in London

Klass is known for being a TV personality and entertainer who originally shot to fame in the Britpop era. She was in the pop band Hear’Say, where they achieved four UK Top 10 singles in their time. She will host the Cool Britannia-themed awards that this year will hand out accolades for 20 categories.

The awards will once again be held at the Troxy, the venue set in London’s East End, which has an 80-year musical heritage and has featured performances by the likes of Liam Gallagher, Jarvis Cocker, Garbage and the Cure. It also served as a movie theatre and training school for the London Opera Centre before being converted to host live events in 2006.

Stephen Carter, head of affiliate content at Clarion Gaming, believes the popularity of the awards continues to grow thanks to its reputation for integrity and transparency.

“Our external industry judges are selected for their expertise on both the igaming affiliate sector and in specialist areas pertaining to individual awards, such as safer gambling,” he said. “They are also required to sign an NDA to keep all submitted information confidential and to declare any potential conflicts of interest. The industry respects the fact that every winning submission has succeeded entirely on its merits.”

Carter also confirmed that judgable submissions are up by more than 4% year-on-year, with the most hotly contested category based on nominations being Best Affiliate Programme. The fastest growing category is Best Affiliate Network, which is up by 79% from 2024’s awards. Best Digital Agency, Affiliate Idol and Best Newcomer, he indicated, are also key growth categories.

“Due to the quality of submissions received from non-affiliate businesses for the Marketing Campaign of the Year category, we have created an additional award to recognise the best campaign by an affiliate programme or network in 2024,” he went on to explain about the new addition.

 

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CatAffs brands soar following ZingBrain AI integration

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CatAffs brands soar following ZingBrain AI integration

 

Partners programme CatAffs has seen its brands dramatically increase revenue and other KPIs following the successful integration of ZingBrain AI.

ZingBrain AI is the artificial intelligence engine for iGaming, which delivers personalised recommendations to create a fully bespoke experience for users.

Since CatAffs integrated the ZingBrain AI platform it has seen impressive results across the board.

This has included:

  • A 17 percent increase in GGR per player, significantly increasing revenue

  • A 16 percent increase in turnover per player, driven by an increase in activity

  • An 11 percent increase in bets per player, boosting engagement

  • A 30 percent increase in deposits and sessions, improving retention

  • A one hour per session increase, meaning players are sticking around for longer

Oleg Smolerov, CPO at ZingBrain AI, said: “We couldn’t be happier to see CatAffs already enjoying improved performance via our platform. This kind of success shows how AI isn’t just a buzzword, but rather something that can significantly improve business performance. We’ll continue to work closely with the CatAffs team to help their brands reach even greater heights.”

Oleksii, Head of Technical Product at CatAffs, added: “ZingBrain AI has very quickly become a key part of our growth strategy here at CatAffs, and the improvements in player engagement and revenue have already gone well beyond our expectations. But what we appreciate most is just how willing the ZingBrain AI team has been to adapt and innovate based on our needs. This is just the start of a great partnership.”

ZingBrain AI is redefining personalisation for iGaming operators, giving users the personal experience they’ve become used to when using YouTube, Spotify or Netflix. The insights are drawn from more than 15 billion transactions and 3.5 million users.

To find out more, please visit: https://www.zingbrain.ai/.

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