Mariga Rallies iGaming Brands to Support Football at The IGF Summit

12th June 2025, Nairobi hosted the inaugural iGaming Future East Africa, IGF Summit, a landmark event that brought together key industry leaders, innovators, regulators, and stakeholders to discuss the evolving future of gaming and betting in the region.

With a strong focus on regulation, innovation, and responsibility, the summit served as a platform to unpack the challenges and opportunities shaping East Africa’s gaming landscape.

At the heart of the summit was a powerful keynote session that resonated far beyond gaming. Two icons of Kenyan football — Victor Wanyama and Football Kenya Federation Vice President, McDonald Mariga took the stage, not just to share their storied careers, but to issue a passionate call to action.

Their message was clear: the betting industry, now a major economic force across Africa, has both the influence and responsibility to invest meaningfully in local sports. From nurturing grassroots talent to improving infrastructure, the conversation centered on how strategic partnerships between betting companies and sports organizations could unlock a new era for Kenyan football.

Read Also: How to Build a Successful iGaming Start-Up: Lessons from a Betting Operator in Kenya

The Missing Link: Sustainable Football Sponsorship

The conversation quickly turned to the impact of sponsorship from betting companies, with Mariga recalling a time when the landscape was more vibrant — thanks to consistent investment:

There was a time sponsorship helped our leagues thrive. Players had good salaries. They could train, play and focus. But when support dropped so did performance.”

But things have changed. With increased taxation and regulatory hurdles, many betting companies have scaled back their support. Mariga emphasized the need for a more tax-friendly policy environment to encourage companies to return — not just to the Premier League but also to grassroots and lower divisions, where nurturing begins.

Victor Wanyama echoed this sentiment, stating the need of extending investment to second-tier leagues and local clubs.

I’d love to see more betting companies support the league. That’s how we grow competition and build stronger teams.

The brothers agreed: sustainable sponsorship creates a ripple effect — improved facilities, better training, and ultimately, stronger national teams. But investment must be met with structure, education, and safeguards.

Match-Fixing: A Threat to Players Career

The conversation took a sobering turn with the topic of match-fixing. Both speakers acknowledged it as a rising concern in local leagues — often tied to economic desperation.Victor offered a layered solution:

We need clubs to be better supported so that players don’t feel the pressure to fix matches. And we must educate players about the long-term damage to their careers. Once you’re banned, that’s it — you can’t coach, you can’t build a future in football.

Mariga added that Kenya lacks clear policies on handling match-fixing, calling on the government to implement rules that would penalize culprits and deter manipulation.

But it’s not just money and policies. The brothers emphasized something often overlooked in sports development: digital literacy.

Mariga said,

You can sell a car online, right? The same goes for talent. Players must learn to market themselves — through Instagram, YouTube, even TikTok. It may sound simple, but it’s powerful.

With proper branding, local players can attract scouts, gain visibility, and even monetize their content. Initiatives like CAF’s e-learning modules for players and agents are a step in the right direction. But Wanyama believes Kenya can go further — through workshops, mentorships, and dedicated digital training.

Community First: The Wanyama Foundation’s Work

Perhaps the most moving part of the session was when the brothers highlighted the work of the Victor Wanyama Foundation and other grassroots initiatives they’re spearheading.

If anyone doubtThe Victor Wanyama Foundation has:

• Paid full school fees for over 50 underprivileged students is secondary schools and Universities.
• Built shelters and upgraded housing in Nairobi slums
• Trained women in tailoring and distributed sewing machines during COVID-19
• Covered uniforms, meals, and even travel costs for high-achieving students
• Launched a football Academy in Busia County

What’s Next: Stadiums, Scholarships, and Talent Pipelines. The Wanyama football Academy vision is big.

• Build a stadium and residential sports school
• Train youth with aspirations beyond football
• Provide certified coaches and scouts for every academy intake
• Partner with universities for scholarship pathways

A Call to the iGaming Industry: Don’t Just Watch — Invest

We’re not asking for handouts. We’re inviting partnerships. When betting firms invest in leagues — especially second-tier and grassroots — they build the future of football. Mariga said.

And he’s not wrong. In countries like South Africa and Ghana, betting firms are not only sponsors but also fund anti-match-fixing initiatives, talent development academies, and fan engagement campaigns.

Kenya, Mariga believes, can learn from this model. “Let’s create an ecosystem where betting companies can sponsor leagues, run awareness campaigns, and support long-term player development,” he added.

Final Word

Toward the end of the session, the room warmed with emotion. One attendee spontaneously offered a donation to support the Wanyama foundation’s work.

With more than 200 iGaming companies attending the summit — from platforms to payment processors — this wasn’t just a conversation. It was a moment of decision.

Kenya’s iGaming sector is valued at over KES 20 billion annually. If even 5% of that went into structured sports development, the impact could be massive.

Read Also: Quanta – Using AI to build trust within the iGaming ecosystem