The sporting ecosystem in the country is set to benefit from a Sh130m windfall announced by BetNare.
The company already has light heavyweight boxer Daniel Wanyonyi and rally driver Issa Amwari under their wings.
BetNare manager Kelvin Kibugi said their main focus is on disciplines and individuals who have been neglected across the sporting scene while at the same time engaging in youth talent development across the country.
"We started by supporting boxing and we worked closely with Daniel Wanyonyi. We also sponsored the Langata football tournament and youthful rally driver Issa Amwari during the WRC Safari Rally event," said Kibugi.
He said the Sh130m investment will mark the first anniversary of their operations in the country.
"We want to celebrate our first year in operations in a more generous way since we have seen the success of the youthful sportspersons we have engaged with so far," said Kibugi while presenting a Sh1m to Bughaa Millionaire Stake and Win Competition winner Juma Limbe.
In addition, Kibugi announced a Sh65m in promotional giveaways during the just-started Premier League season.
He said they are going to work with like-minded companies in boosting both sporting and community initiatives in the country.
"We are not in competition with other companies in the sector. We are complementing each other. When we succeed in building talent, it's the country that will have benefited," Kibugi said, adding that they are already engaging sports federations.
"This is part of our long-term vision. We want to one day celebrate world-beaters from Kenya supported by BetNare," he said.
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