Sportpesa Surprise Return Hits a Snag after Block by Regulator

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Sportpesa return to the Kenyan market hit a snag after the Betting License and Control Board blocked its use of trade name.

BCLB stopped Milestone Games Limited from operating under the Sportpesa gaming brand saying that the trade name has been appropriated from its rightful owners Pevans East Africa Limited.

The announcement from the regulator caused intrigues in the marketing, coming hours after Sportpesa Chief Executive Officer, Ronald Karauri announced the return of the brand under the new BCLB license holder.

According to information in our possession, the tradename ‘Sportpesa’ belongs to M/s Pevans East Africa Limited. The said company has filed an appeal in the Court of Appeal in Nairobi no. 471 of 2019. The matter before the Court of Appeal contests the issuance of the gaming license to Pevans East Africa t/a Sportpesa. The matter is scheduled to be heard on November 16, 2020,” BCLB chairman Cyrus Maina wrote to Milestone’s operations manager Bernard Chauro on Friday.

“You are therefore prohibited from using the trade name ‘Sportpesa’, domains,, shortcodes 29050 and 79079, Pay Bill numbers 521521, 9555700 and 955700 until such a time when the Court of Appeal shall make a determination on the pending appeal and until the Board considers your request to use them.

The regulator however said that Milestone Games is free to continue trading under, “Milestone Bet” through its new domain registrations,, and

Mr. Maina added that the decision to ban the use of Sportpesa brand name whose matter is still pending in court will avoid confusion among members of the public.



About Author

Anthony Kiratu is the Founder of Finsolutions. He is a financial analyst with over 5 years experience in research, investment advisory, valuation and financial modelling. Anthony is a member of the Institute of Certified Investment and Financial Analysts and Institute of Certified Public Accountants of Kenya. He is passionate about development of African Capital Markets through training of investors and dissemination of information for sound financial and investment decision making process. He is also a part-time lecturer in the Certified Investment and Financial Analyst course in the subjects of International Finance, Portfolio Management, Equity Investment Analysis, and Fixed Income Securities. Email: Contact: +254 780216631

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