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Norwich City and Aviva narrowly edged past SportPesa to win Partnership of the Year Award at the prestigious UK Football Business Awards held in London on last week.

Norwich City and partner Aviva emerged the winner among the nominees for that category that included SportPesa and Hull City FC, Barcelona FC and Beko, Manchester City and UBTECH, Norwich City FC and multinational insurer Aviva, Stoke City, the Top Eleven Academy and Everton FC with Blackwell Global.

Sportpesa was nominated for the award following the successful maiden tour by English Championship side Hull City to Kenya where they played the SportPesa Premier League champions Gor Mahia in a full-capacity Moi International Stadium in Kasarani on May 13, 2018.

Commenting following the outcome, SportPesa CEO Ronald Karauri said: “We were up against some strong competitors and though we did not emerge as the winner, our recognition as finalists for the award is a real honour and reflects all the hard work that we have put in the field of sport and particularly football, with great assistance from all our partners who create opportunities that develop our local football talents.”

Karauri further acknowledged the support by Kenyans who showed up in thousands to witness Gor Mahia and Hull City make history, noting that It is such events that underscore what Sportpesa set out to do when it was formed – to create one-of-kind type of experiences for its partners, supporters and clients.

In 2017, Sportpesa was one of the only three companies with two nominations in the awards shortlist which had 97 organizations that comprised English Premier League clubs, various charities, media companies, hospitality companies and gaming firms among others.

At the 2017 Football Business Awards, SportPesa was shortlisted under the category of Best Brand Activation involving Football for its campaigns with English Premier League club Everton FC and Hull City Tigers FC.