SportPesa takes a punt on PRO14 finale
SportPesa, the African betting and gaming company, has filled the last sponsorship slot for the PRO14 Final Series, the climax to the Europe-based rugby union clubs competition that now includes teams from South Africa.
The firm joins Honda Ireland (official car partner), CityJet (official airline partner), The Sunday Times and The Times, Irish Edition (official media partners), ROS Nutrition (official nutrition partner), Chopped (official health food partner), O’Callaghan Collection (official hotel partner), Gullivers Sports Travel (official supporter travel partner) and The Hospitality Partnership (official hospitality partner) in the line-up.
Irish beer brand Guinness is the title sponsor of the PRO14 in a deal running to 2020.
Defending champions Scarlets of Wales will meet Ireland’s Leinster in the final of season's competition, at Dublin’s Aviva Stadium next Saturday.
The new deal with SportPesa was announced on Friday ahead of the semi-finals, in which Scarlets beat Scotland’s Glasgow Warriors 28-13 (pictured), and Leinster triumphed 16-15 in an all-Irish clash with Munster.
The PRO14 involves teams from Ireland, Italy, Scotland, Wales, and, starting this season, two from South Africa, in the Bloemfontein-based Cheetahs and the Southern Kings, from Port Elizabeth.
The full Guinness PRO14 Final Series comprises two semi-final qualifiers, two semi-finals, the final and a play-off match to determine the seventh qualifier for the European Rugby Champions Cup, the continent’s top clubs competition.
SportPesa is headquartered in Kenya, and has supported local rugby and the country’s national sevens teams, but also expanded to other markets, including Europe and South Africa, signing sponsorship deals in England with clubs such as Everton and Hull City and in Spain with the top-tier LaLiga.