Which Sports Do Kenyans Bet on Most?

As reported by Bloomberg, the global sports betting market is due to hit US$140.26 billion by 2028, thanks largely to ever-increasing availability of high-speed internet, greater swathes of the population acquiring portable devices like cell phones, and the rise in the number of sports events and leagues.

But what sports do Kenyans bet on the most? The most recent iteration of gambling and betting research by PwC showed that the annual turnover of sports betting in Kenya is around $20 million, only behind Nigeria and South Africa, whilst the Kenyan gambling market is reported to have been worth $40 million in 2020.

So, what sports do Kenyans bet on most?

What is the most popular betting sport in Kenya?

A January 2022 report by Geopoll surveyed the gambling habits of a youth population in Ghana, Kenya, Nigeria, South Africa, Tanzania, and Uganda. The highest number of purported bettors were located in Kenya, with 83.90% of polled Kenyans reportedly having placed bets, followed by Nigeria and South Africa. Similarly, Kenya had the highest percentage of people who reported placing bets more than once a day. Clearly, the gambling and betting market in Kenya is big, and it’s only growing bigger.

Overwhelmingly, the Kenyan gambling market is dominated by sports betting – most specifically on football. The beautiful game is hard to beat for Kenyans, snagging 54.2% overall popularity.

The English Premier League and the Spanish La Liga both have dedicated Kenyan followers, as do wider events like the Europa League, UEFA Champions League, and FIFA World Cup. These events inevitably generate a great degree of sports betting, which is why football is the country’s highest-grossing sports on which Kenyans bet.

According to the same Geopoll review, the next most popular bets weren’t sports related, with casinos coming in at 10.94% and lotteries at 11.07%. Other sports occupied 10.75% of overall total betting habits and expenditure.

So, now that we know that football is the top betting sport in Kenya, it’s time to dig into the other top betting sports in the country.

eSports

The link between Kenya and eSports is steadily growing, thanks in part to the emergence of stars like Sylvia Gathoni (known by gaming handle Queen Arrow) and Brian “Beast” Diang’a. But traditional sports like football and even horse racing still have their Kenyan followers.

Rugby

Whilst it might be a surprise, rugby is reportedly the second most popular sports for Kenyan bettors after football. The country’s own team is popular, but so are the various teams of other nations, including those from the UK, New Zealand, Australia, and South Africa. Events like the Six Nations and Rugby Sevens Series tend to pull fans in, which results in greater sports betting.

Athletics

Kenyans are known for their prowess on track and field, and the country has produced some of the best athletes around. Between the Olympic and Commonwealth Games, as well as the World Athletics Indoor Championships and regular international marathons, Kenyans have plenty of opportunities to place bets on many of the top athletes around, including Faith Kipyegon and Eliud Kipchoge.

Tennis

Tennis is a further addition to the list of top sports on which Kenyans place bets. Both local and international tournaments like Wimbledon, as well as the US, Australian, and French Opens, tend to offer tantalizing odds, which draws Kenyan sports bettors to their screens.

MMA and Boxing

MMA (mixed martial arts) and boxing both have their fans amongst Kenya’s betting populace. Dynamic and exciting, both of these sports pull in fans thanks to the big names that tend to compete.