It started on a quiet Thursday in February 2023 but what followed has gone down as one of the most impactful partnerships in the modern history of football in Kenya.
That day, gaming firm Mozzart Bet stepped forward when few others dared, signing a three-year sponsorship deal worth Sh66.9 million with the Football Kenya Federation (FKF) to revive the country's forgotten domestic cup tournament.
The competition which was long starved of financial support had remained dormant for nearly three years with many football fans left yearning for some local action.
Fast forward to 2025, and the Mozzart Bet Cup is now a nationwide movement breathing new life into Kenyan football and unearthing raw talent, and bringing hope to entire communities.
Redrafting the Narrative
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In 2022, Gor Mahia was crowned champions of a cup with no sponsor and no prize money with only a CAF Confederation Cup ticket to show for the team’s hard work.
That vacuum left players demoralized and clubs hesitant to commit resources until Mozzart Bet made an entry into the segment in 2023, that changed the game overnight.
“We are thrilled to work with FKF to promote football in Kenya and provide opportunities for young players to showcase their skills,” said Mozzart Bet Kenya Country Manager Sasa Krneta.
He added: “This sponsorship aligns with our values and long-term goals of supporting local talent and grassroots football.”
Mozzart committed at least Sh20 million annually towards funding match operations and offering incentives, humanitarian support, as well as media coverage to fully uplift the game.
Incorporating Everyone
Unlike most elite competitions, the Mozzart Bet Cup has proven to be a platform for dreamers and underdogs alike.
The 2023 edition began in Mumias, where defunct Nyota FC hosted Darajani Gogo in a historic opener with Nyota losing 1–0, even as the event proved the cup was not for Nairobi’s elite only.
Teams from Kericho, Kajiado, Naivasha, and even the larger Rift Valley region made it to the main draw.
Clubs like Lions United, Berlin FC, and Marula FC brought fresh faces to national attention.
“The cup brought football back to the people. Suddenly, boys from the village were dreaming of CAF football,” noted former Harambee Stars defender George Owino.
New Heroes
The inaugurl title under Mozzart Bet’s name was clinched by Kakamega Homeboyz, who stunned Tusker FC 1–0 in the 2023 final.
The hero was Kevin Amwayi, a player many had written off, and once with Ulinzi Stars, but returned to top-flight football and netted the winning goal in the 73rd minute.
In 2024, Kenya Police FC, under Salim Babu, lifted the trophy following a tense victory over KCB, booking their first-ever continental ticket to the CAF Confederation Cup.
And then came 2025, the most dramatic edition yet.
Nairobi United, a National Super League side, scripted a football fairytale by beating Gor Mahia and lifting the title, becoming only the second NSL team in history to achieve that feat.
Money, Motivation
Each edition of the tournament has come with significant prize money, including Sh2 million for the champions but the real impact has been in the career turnarounds and life-changing opportunities for players.
Names like Shadrack Simiyu, Philip Simiyu, Meshack Karani, and Dancun Khameba all used the football tournament to land deals with top-tier FKF Premier League sides.
“This tournament is crucial for grassroots teams,” said Marafiki FC head coach James Kabuga.
He added: “It gives us exposure and builds confidence and these boys dream bigger after every game.”
Humanitarian Legacy
Mozzart Bet did not just stop at football.
Starting from the 2023 quarterfinals, the Man of the Match for each game received Sh100,000 to donate to a cause or institution of their choice.
Players turned their wins into blessings:
• Moses Shummah paid hospital bills for patients at Kakamega Referral Hospital.
• David Okoth went back to his childhood school in Siaya to donate water tanks for clean drinking water.
“This is my former school and I know their struggles,” said Okoth.
He added: “Thanks to Mozzart, they now have safe water. That means more than any goal I’ll ever score.”
These acts of goodwill earned Mozzart Bet immense respect in grassroots communities, turning players into hometown heroes.
The Kids Are Watching
The 2024 and 2025 editions welcomed academy teams and grassroots clubs.
For the first time, children playing for Wisdom Soccer Academy (Kitale), Al Azizia, Eldoro Sports, Harvest of Hope and others had the chance to play under the same lights as FKF giants.
“My son was on the bench for the match against Kenya Police,” said a proud Kitale parent.
He went on: “He may not have played, but he now believes in his football dreams.”
Bigger Picture
Mozzart Bet’s sponsorship did not just finance a tournament, it redefined how a corporate partner can shape local sport.
Through enhancing regional representation, providing a CAF pathway, showcasing overlooked talent, and promoting community engagement, Mozzart Bet Cup has become a case study in sustainable sports sponsorship.
“This tournament gives life to the forgotten,” said FKF President Nick Mwendwa. “It has reached places even the Premier League hasn’t. It’s a true grassroots story.”
Legacy and What Next?
As the third and final year of Mozzart Bet’s current deal winds down, the call from fans, clubs, and players alike are asking for the sponsorship to be extended, expanded and evelated.
The Mozzart Bet Cup has rekindled the love for local football, not just by offering a shiny trophy, but by empowering the players, coaches, communities and causes behind the game.
Whether it is a surprise victory in Naivasha or a donation to a hospital in Kakamega, this tournament has proven that football is also about impact and in Kenya, few have understood that better than Mozzart Bet.
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