EABL to unveil multi-million shilling sponsorship of Kenyan League

Aug 21, 2012

Exactly four months after Sportsnewsarena.com exclusively broke news of negotiations between Kenyan Premier League (KPL) and East Africa Breweries Limited (EABL) over an impending title sponsorship deal, it is now official that the league will now be called the Tusker Premier League.

The giant beer-making company sealed a Sh 510 million title sponsorship of the league through its flagship brand, Tusker.

While confirming the news, KPL Chief Executive Officer Jack Oguda said the deal has been wrapped up and will officially be made public in a fortnight’s time.

“We have finally clinched the deal after months of negotiations between us (KPL), EABL and broadcast sponsors Super Sport. In two weeks’ time we will officially announce the deal”, Oguda said.

Under the terms in the three-year deal,beginning July 1, 2012, EABL will pump in Sh 170 million annually for a total sponsorship of Sh 510 million.

The new development comes in the wake of mobile phone service providers Airtel’s entry as broadcast sponsors.

The Kenyan Premier League has been without a title sponsor since 2008 when SuperSport came on board to resuscitate the Kenyan game with a huge sponsorship deal.

In June 2010, the transcontinental pay television sports channel extended its sponsorship of the league by another five years in a deal worth $11 million (Sh913 million).

According to Oguda, the EABL sponsorship will give the league more financial muscle as well as injecting a good measure of professionalism.

“This is a very positive move because the league is growing fast. The sponsorship will ensure every club in the league has permanent staff and a secretariat to make their operations professional”, he said.

EABL also stands to reap huge benefits through brand visibility in a marketing strategy that will touch millions of viewers across Africa.  

Earlier in the year, EABL entered into a similar sponsorship of the national team, Harambee Stars in a three-year deal worth Sh110 million.

The giant beer company is also contract with the Council of East and Central Africa Football Associations (CECAFA) as the title sponsors of the regional Cecafa Senior Challenge Cup.



Nesta Kizito

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