Use of "SportPesa" name now blocks highly anticipated return of the giant betting firm

BCLB contests the use of "SportPesa"

File image of SportPesa Chief Executive Officer Ronald Karauri (left) flanked by Kirimi Kaberia

The Betting Control and Licensing Board (BCLB) has contested the use of "SportPesa" by Milestone Games Limited.

According to a letter from the board dated October 30, 2020, the name still belongs to Pevans East Africa Limited.

The letter was issued on the same day Sportpesa chief executive Ronald Karauri announced the return of the betting giant under “a 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,, short codes 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 reason being that there is a variance in the trade name the board approved vis-à-vis the name Milestone Games Limited currently wishes to adopt,” the letter read.


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