Premier League football club Arsenal FC has signed one of its more obscure betting partnerships, teaming up with Kenyan betting operator SportPesa.

As the club's official betting partner in Kenya, SportPesa will engage directly with Arsenal supporters in the country through the club’s digital channels, promotional activities and marketing initiatives, featuring first-team players and club legends.

Arsenal fans in Kenya will also be offered a range of club-related benefits, including official merchandise and match tickets to see the team in action at Emirates Stadium.

SportPesa, which operates under a licence granted by the Betting Control and Licensing Board of Kenya (BCLB), already sponsors the SportPesa Premier League, SportPesa Super 8 League and grassroots football in Kenya.

“We are delighted to welcome SportPesa as our Official Betting Partner in Kenya,” said Arsenal’s chief commercial officer Vinai Venkatesham. “Arsenal has huge support across Africa and we look forward to engaging further with our fans in Kenya while also helping to drive the SportPesa business and, through a wide range of initiatives, the development of football in the country.”

SportPesa CEO Ronald Karauri said: “SportPesa is dedicated to uplifting the football standards in Kenya, and we look forward to working with Arsenal to help achieve this. It is a true testament to the commitment SportPesa has in putting player development at the forefront of any other need.

“We are committed to allocating the best resources and support to our players to help them achieve their dreams. Our aim is to see Kenya participate in the 2022 FIFA World Cup. We are also very excited for this partnership and are looking forward for greater revolution in the Kenyan football world.”

The deal is the latest gaming-related partnership signed by Arsenal this season, following recent deals with DraftKings (fantasy sports partner), DJI Holdings (lottery partner in China), Betfair (European betting partner), Bodog (Asian betting partner), Paddy Power (UK, Ireland and Italy betting partner), and (foreign exchange, CFDs and binary trading partner).