Sports betting firm SportPesa has signed a deal with the Kenyan Premier League (KPL) to become the official title sponsor for the next four and a half years.

The league will now be called the SportsPesa Premier League and will run until the end of the 2019 season.

The value of the deal was not disclosed but KPL Chairman Ambrose Rachier confirmed that it would be more than the amount  of the three-year naming rights agreement that the league had with a beer brand Tusker for KES170 million ($1m).

SportPesa CEO Ronald Karauri said that the betting company’s long term plan was to improve the quality of the league and ensure that Kenya featured prominently in the 2022 World Cup in Qatar.  The sports betting company has been spreading its wings by sponsoring a number of sports events in the country and yesterday, they scored big by securing the sponsorship of the country’s top tier league.