Leading telecommunication service provider Safaricom, through its flagship mobile money brand M-PESA, the front-of-shirt sponsor for the Kenya Lionesses has once again underlined its long-term commitment to women’s rugby and the wider Kenyan rugby ecosystem.
In an exclusive interview with Two5Four, Chief Financial Services Officer Esther Waitito emphasized Safaricom’s dedication:
“We are fully committed to supporting the Kenya Rugby Union and the Lionesses. Our goal is to empower women athletes and help them reach their full potential, both on and off the field,” she said.
Waitito revealed that a Safaricom delegation visited both national teams last Wednesday to understand the players’ day-to-day challenges and explore ways to strengthen the partnership. She described the visit as a reaffirmation of Safaricom’s resolve to uplift women in sport.
When asked about expanding M-PESA’s support to other women’s sports, Waitito said, “Women are at the heart of our mission. Nearly half of M-PESA’s customers are women, and we want to continue empowering this underserved group through sport and other opportunities.”
Safaricom’s KSh100 million sponsorship, announced in November 2024, has already had a transformative effect. The two-year investment, which will elapse in November 2026 with one year already completed, covers allowances, medical insurance, and airtime for both Shujaa and the Lionesses, a lifeline for the women’s team, which previously competed without salaries. Safaricom has assured that it is exploring a long-term commitment beyond the current deal.
Despite the Lionesses’ 22–0 loss to South Africa in the Africa Women’s 7s final on Sunday, the players continue to benefit from a strengthened support system. As Safaricom deepens its partnership with KRU, the mission is clear, elevate women’s rugby and propel Kenyan talent to new heights on the global stage.
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