Best Kenyan Sports Betting Sites

Online sports betting has revolutionised the way sports fans engage with their favourite games, matches and leagues. With the convenience of betting from the comfort of your own home or on the go via mobile devices, sports betting has become more accessible than ever before.

Sportsbook platforms offer a wide range of sports and betting options, allowing punters to wager on popular sports like football, basketball, tennis, horse racing, and more – from anywhere in the world (from countries that allow online betting, that is).

The online sports betting industry provides a variety of betting markets, including match outcomes, player performances, live In Play betting, and even virtual sports.

Reputable online sportsbooks offer enticing promotions, bonuses, and competitive odds to attract new punters and keep current players more than happy. As this industry continues to grow and evolve, it provides both seasoned bettors and newcomers with an exciting and engaging way to enjoy sports while potentially earning cash rewards.

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How Does Betting Work?

Sports betting involves staking money on the outcome of a sporting event or various occurrences that can happen within it, all with the aim of making a profit. 

This form of betting encompasses a wide range of wagering options, including Outright Winner bets, spread bets, Over/Under bets, accumulators, props, and futures. 

The potential winnings for sports bettors depend on several factors, such as:

  • The amount of money they risk (or stake) 
  • The specific online betting platform they use
  • The odds set by the sportsbook provider


While sports fans and sports bettors both share a passion for the outcomes of a match, the difference with betting on a sport lies in the fact that the bettor has a financial investment in the outcome of the event, heightening the emotion and thrill of the action.

Types of Sports Betting

In the online sports betting world, there are a few different types of betting you can enjoy. We take a look at the most common types of sports bet you’ll come across.

Fixed Odds Betting

The most common form of sports betting, fixed odds betting is a type of gambling where bettors wager on the outcome of events like sports matches or horse races based on predetermined odds. In this form of betting, the odds are set and remain unchanged at the time of placing the bet, indicating the perceived likelihood of a specific outcome to occur.

Example fixed odds bet: Man City to beat Crystal Palace – 1.33

Spread Betting

In sports spread betting, bettors wager on whether a specific outcome in a sports event will exceed or fall short of a 'spread' set by a sports betting company. Profits or losses are determined by how much the final outcome exceeds or falls short of the spread. 

The spread provided by the betting firm represents their prediction of the range of a final outcome for a particular occurrence in a sports event. 

For example, this could be the total number of goals scored in a football match, the runs scored by a team in a cricket match, or the distance between the winner and the second-placed finisher in a horse race.

The bettor can choose to 'buy' or 'sell' based on whether they believe the final outcome will exceed the top end or fall below the bottom end of the spread offered. The accuracy of the bettor's prediction determines their potential winnings or losses.

The profit or loss for the bettor is calculated by the selected stake size, multiplied by the number of unit points above or below the bettor's chosen level. This highlights a key distinction between sports spread betting and fixed odds sports betting – the potential winnings and losses are not fixed and can be significantly higher or lower than the original stake size.

Example spread betting bet: Man City to beat Crystal Palace – 1.75 per goal margin

Betting Exchange

The biggest distinction between a betting exchange and a conventional fixed odds bookmaker is that, on an exchange, you wager directly against other bettors. This means there are two types of players involved in any exchange bet.

Firstly, there's the player who places a 'Back' bet. This involves selecting an outcome and deciding on a stake, similar to placing a fixed odds bet.

Secondly, and crucially, there's the player who 'Lays' a bet. Laying a bet means betting against a particular outcome. 

For example, in a match between Crystal Palace and Man City where you believe Man City will win, instead of betting on City to win, you have the option to lay a bet on Crystal Palace not to win. This laid bet is matched with another player on the exchange.

Example betting exchange bet: Lay bet for Crystal Palace to not win – 12.5

Popular Online Betting Markets

Pretty much every sport you can think of will have a betting market, meaning there’s hundreds of choices out there when it comes to placing a bet. Here are a few of the most popular sports betting markets:






Motor Sports


American Football





Different sports have different betting odds markets, but there are a few common bets that will overlap. Below are some of the most popular bet types you’ll encounter on an online sports betting site.

Match Winner

This straightforward bet is simply your prediction of which team or player will win a specific match. The favourite in a match will have the shortest odds, while the underdog will have the longer odds.

Match Handicap

With a match handicap bet, you are betting on a team or player to win a match after the handicap is applied to the final scores. Handicap bets are a great way to level the playing field in an unevenly fought contest.

Correct Score

This bet is a prediction of the final score of a match. The match will have to end with the exact score you predicted for this bet to pay out.

Each Way Bet

An each way bet comes in two parts:

1.    You are backing a player/horse/team to win the match/race/tournament
2.    You are backing a player/horse/team to place in the match/race/tournament (Usually between 1st and 5th)

If you back the winner, both parts of the each way bet will pay out and you’ll get maximum winnings. If your backed choice places, you’ll only be paid out for the 2nd part of the each way bet, which will be a fraction of the odds you backed them at.

To Win Tournament

This bet is much like the Match Winner bet, however, you are backing a player or team to win the whole tournament. Placing these bets before a tournament starts gives you the best value odds.

Best Sports Betting Apps & Mobile Sites

Reputable sportsbook sites will have a dedicated mobile website and a great Android and iOS app to match. When we bet, we have found that the below online betting sites are the best providers of mobile betting sites and betting apps.

1. Bet365


Bet365 were one of the first sportsbook providers to do online betting properly. To this day, they are still one of the most popular sports betting sites, and their mobile site and app doesn’t disappoint. The bet365 app is easy to download from the Google Play Store or iOS App Store and provides all the betting features you’d find on the main website – including live streaming, In Play bets and Cash Out options.

2. Paddy Power


Paddy Power continues to lead the way in the sports betting world, and their mobile betting service exemplifies this commitment to excellence. The app is user-friendly and easy to navigate, allowing users to place bets with just a few taps. It offers a vast array of markets, covering popular sports like football, horse racing, greyhound racing, and major US sports, ensuring that all types of gamblers find what they need.

3. William Hill


William Hill is one of the best sports betting sites for good reason. With decades of experience, they continue to excel in providing the best odds and offers, and their betting app is no exception. Navigating the app is a breeze – despite supporting a wide range of markets, it maintains a clean and uncluttered appearance. If you're looking for a premium betting experience on your mobile device, this app is the one for you.

4. Ladbrokes


Ladbrokes maintains consistent quality across their desktop and mobile platforms, making their app a must-have for any avid punter. It remains one of the top offerings available, providing all of the features you’d expect from a sportsbook desktop site in the convenience of an Android and iOS app.

The Most Popular Competitions to Bet on

The best online sports betting sites will offer a variety of markets, from popular sports such as football, tennis and horse racing, to more obscure sports like hurling, water polo and volleyball. Below, we’ve taken a closer look at some of the most popular sports and events you can bet on.

Football – Premier League



The English Premier League (EPL) stands as one of the most prestigious and widely followed football leagues in the world, captivating fans with its thrilling matches, world-class players, and intense rivalries. Established in 1992, the EPL has grown to become a powerhouse in the world of professional football, showcasing top clubs and iconic stadiums that serve as the backdrop to breathtaking moments on the pitch. With its fast-paced and competitive style of play, the league consistently delivers excitement and drama, making it a favourite among football enthusiasts and sports bettors worldwide. 


Horse Racing – Grand National



The Grand National is an iconic and thrilling horse racing event, widely regarded as one of the most prestigious and challenging steeplechases on the racing calendar. Held annually at Aintree Racecourse near Liverpool, the Grand National attracts global attention and captivates audiences with its rich history and unpredictable outcomes. First run in 1839, the race spans approximately four miles and features formidable obstacles such as Becher's Brook and The Chair, presenting a tough test of stamina, skill, and courage for both horses and jockeys. The Grand National is not only a sporting spectacle but also a cultural phenomenon, drawing enthusiasts, punters, and casual viewers alike to witness the drama and excitement of this legendary race.


American Football – NFL and Super Bowl



The National Football League (NFL) stands as the pinnacle of American football, renowned for its thrilling games, passionate fan base, and iconic traditions. Established in 1920, the NFL has evolved into a multi-billion-dollar industry with teams spanning across the entirety of the United States. Each season culminates in the highly anticipated Super Bowl, attracting millions of viewers worldwide. The NFL showcases elite athletes competing at the highest level, combining athleticism, strategy, and sheer high-octane action. With a rich history and deep-rooted cultural significance, the NFL continues to shape the landscape of sports entertainment and sports betting.


Cricket – IPL



The Indian Premier League (IPL) is a globally renowned professional Twenty20 cricket league that has revolutionized the sport of cricket since its inception in 2008. Organised by the Board of Control for Cricket in India (BCCI), the IPL features franchise-based teams representing cities and regions across India. Known for its electrifying atmosphere, star-studded lineups, and innovative format, the IPL has become one of the most watched and eagerly anticipated cricket leagues worldwide. The league attracts top international talent alongside India's best cricketers, offering thrilling matches and showcasing exceptional batting, bowling, and fielding skills. With its blend of sportsmanship, entertainment, and high-stakes competition, the IPL has become a cultural phenomenon and a thrilling market to bet on.


Tennis – Wimbledon



Wimbledon is the oldest and most prestigious tennis tournament in the world, steeped in English tradition and history. Held annually at the All England Lawn Tennis and Croquet Club in Wimbledon, London, since 1877, this Grand Slam event has been synonymous with sportsmanship, athleticism, and exceptional sporting talent. Known for its pristine grass courts and iconic all-white dress code, Wimbledon attracts top tennis players from around the globe to compete for the coveted title. Beyond the sport, Wimbledon is a cultural event, drawing fans and spectators who revel in the traditions of strawberries and cream, royal patronage, and the timeless elegance of the championships. With such a worldwide following, it’s no wonder Wimbledon is one of the most popular tennis tournaments to bet on.



What Does "Odds" Mean in Betting?

It's important to know how betting odds function before placing a bet. Misunderstanding odds formats or a betting market can lead to unexpected losses when you place a wager, which will be disappointing to say the least.

Even seasoned bettors who are familiar with one type of odds, such as fractional odds, can benefit from understanding the full range of betting odds too (like decimal and American odds). Understanding multiple formats may enhance your betting experience compared to relying on just one.

So, what exactly are betting odds? They represent the likelihood of a specific outcome and are set by the bookmaker. For example, as of writing Real Madrid are 6/1 to win the UEFA Champions League with bet365.

Betting odds indicate the ratio between the bookmaker's stake and the punter's stake. In the case of 6/1 odds, the bookmaker stakes six times the amount wagered by the bettor. If the bettor's prediction comes true and they win, they'll receive six times their bet from the bookmaker.

For example, if you wager £1, you will receive £7 back from the bookmaker in the above scenario – £6 in profit plus your initial £1 stake.

How Do Bookmakers Calculate Odds?

Bookmakers calculate the odds based on their estimation of the event's probability. They then display these odds on their site accordingly.
For instance, Borussia Dortmund are perceived to have a low likelihood of winning the UEFA Champions League, so the odds might be set at around 25/1, indicating the slim chance of this outcome and the potentially high payout for bettors if it occurs.

What Does "Handicap" Mean in Betting?

A Handicap bet is a bookie’s way of levelling the playing field between two teams or players when there’s a big discrepancy in skill or ranking, making a bet on the underdog more favourable, and a bet on the favourite more profitable.  

To make the two sides more evenly matched, a set number of points, goals or matches is deducted from the favourite’s final score, or added to the underdog’s final score.

For example, a match between Man City and Luton might have the following Handicap Bet available:

Man City -3 – 7/4 
Luton +3 – 1/1

In this scenario, backing Man City would only pay out if they won by more than 3 goals, and backing Luton would pay out if they kept the final score margin less than 3 goals.

What is the Biggest Bet I Can Place?

Different sportsbook providers will have different bet limits, so it’s best to check your bookies’ terms and conditions to find out what the biggest bet you can place is.

Bookmakers will also have a limit on the maximum they will pay out on a bet, so you will need to check you are getting the best possible returns for a large bet.

What Does “Evens” Mean in Betting?

Evens, or an even money bet, is a bet with odds of 1/1 which has an implied probability of 50:50. This means you have an implied equal chance of winning or losing the bet, with the payout being equal to your stake.

It’s important to note that bookmakers won’t offer odds of Evens on a bet that truly has a 50:50 chance of occurring (such as the toss of a coin).

Using the above example of Man City vs Luton, we can find the implied probability of the Evens bet (Luton +3) happening.

Man City -3 – 7/4 
Luton +3 – 1/1
Draw +3 – 7/2

With this example, bet365 are offering an odds margin of 8.59%, with the Evens bet of Luton +3 being implied as a 46.05% chance of happening rather than the 50% chance of happening that the odds suggest. 

Is Sports Betting Legal?

Sports betting is legal in many countries around the world, but different jurisdictions will have different rules and guidelines that bookmakers must adhere to.

More and more countries are embracing the world of offline and online gambling, with many licensing sports betting through gambling commissions and regulators.

To ensure you stay on the right side of the law, check your local laws and regulations to determine whether it is legal for you to bet on sports in the country you live.

How Many Sportsbooks Can I Bet From?

In theory, you can sign up to as many sportsbook sites as you like, however, we don’t recommend this approach.

We suggest you read sportsbook reviews and make an informed decision on which sportsbook sites to sign up to. A good online betting site will offer you everything you need, so there’s no need to have multiple accounts with many different sites.

It’s best to stick to your favourite betting sites, making it easier for you to track your gambling and set limits on your spending.

Betting Strategies

There are many betting strategies seasoned and professional bettors will use to maximise their potential winnings. We take a look at some of the most popular betting strategies below, but please note, there are no fool-proof or guaranteed winning strategies.

Hedge Betting

Hedge betting is a strategy employed to mitigate potential losses or enhance profits. Here's how it can be applied to your betting:

  • Suppose you've placed a bet on a player to win a tournament, and they progress to the latter stages. To hedge your initial bet, you can back their opponents in subsequent matches. This approach ensures that you'll receive some returns regardless of the outcome.
  • Evaluate the potential payouts and the odds associated with your hedged bets to determine the appropriate amount to stake. This calculation allows you to optimise your hedging strategy effectively.


Backing Favourites Accumulator

Accumulator betting involves combining multiple match winner bets on a single bet slip, with each added bet increasing the overall odds. Here's a simple guide on how to do it:

  • Identify matches where there is a clear favourite (typically indicated by lower odds).
  • Select multiple match winner favourites and add them to your bet slip to create an accumulator bet.
  • Keep in mind that adding more selections will increase the odds of your bet, but it also escalates the level of risk involved.


Value Betting

Value betting in entails identifying bets where the offered odds exceed the probability of the outcome. To capitalise on value betting, follow these steps:

  • Conduct thorough research on player form, match statistics, and past head-to-head matchups.
  • Compare odds across various bookmakers to identify any significant deviations.
  • Utilise an odds margin tool to evaluate the perceived probability of an outcome and compare it against the available odds.
  • Place bets on outcomes where the odds provide value based on your analysis and assessments.

Online Sports Betting in the UK

Online sports betting in the UK has experienced tremendous growth and popularity in recent years, fuelled by advancements in technology and changes in gambling regulations. With a smorgasbord of licensed online bookmakers offering a wide range of odds markets, UK sports betting fans have unprecedented access to betting opportunities from the comfort of their homes.

UK Gambling Commission

Online sports betting in the UK is regulated by the UK Gambling Commission (UKGC). The UKGC have some of the strictest rules and regulations in the world when it comes to governing online sports betting, so if a sportsbook provider has a UK license, you can be rest assured they are a safe and fair place to bet.

Any bookmaker that is licensed by the UKGC will display their registration number on their homepage, so look for this in the footer to see if they are licensed by the UKGC.

Best UK Sports Betting Sites

There are many sportsbook sites that are licensed to operate in the UK, but here are our top 3 suggestions.

1. bet365

Welcome offerBet £10, get £30 in Free Bets
LicencesUKGC, Malta Gaming Authority, USA (Selected states), Gibraltar Gambling Commissioner
Payment methodsPayPal, Debit Cards, Apple Pay, Google Pay, Bank Transfer, paysafecard, Click to Play
Customer support24/7 Live Chat, Email, Web Message


2. William Hill

Welcome offerBet £10, get a £60 bonus
LicencesUKGC, Gibraltar Gambling Commissioner, Malta Gaming Authority
Payment methods:PayPal, William Hill CashDirect, paysafecard, Skrill, Neteller, ecoPayz, Apple Pay, Bank Transfer, Debit Cards
Customer support24/7 Live Chat


3. Paddy Power

Welcome offerPlace a £5 bet on sports, get £20 in Free Bets
LicencesUKGC and Malta Gaming Authority
Payment methods

PayPal, Paddy Power Shops, paysafecard, Skrill, 

Neteller, Bank Transfer, MuchBetter, Rapid Transfer, Credit and Debit Cards

Customer support24/7 Live Chat

Benefits of Online Sports Betting

There are many benefits to betting online, so we’ve outlined the top ones below.

Convenience and Accessibility

It might be an obvious benefit, but betting online is extremely convenient and accessible to anyone who has an internet connection. You can bet from anywhere you want, at any time you want – a massive benefit compared to physical bookmakers.

Enhanced Enjoyment

There’s nothing quite like the thrill of betting on a live match and having money riding on the outcome. Betting on sports you watch enhances your investment in the action, and if you win some money from it, that’s a bonus.

Potential for Winnings

There’s always potential for winnings when betting online, with smart and savvy bettors being able to turn a profit with informed betting. Potential winnings are a huge plus to online sports betting but do keep in mind to gamble responsibly and only bet what you can afford to lose.

Live Betting

Live betting (also known as In Play betting) allows punters to engage with the action in real time and make informed betting decisions as the match unfolds. Modern online bookmakers have made improvements to the live betting experience in recent years with technological innovation, providing lightning quick updates to In Play odds, live streaming video of the events and stats and facts that automatically update as you follow along.

If you want to get a bigger thrill from your bets, then live betting is the way to go.

Bonuses and Promotions

A great sportsbook site will offer new and current punters a variety of promotions and bonuses to make their bankroll go further and enhance their enjoyment. Here are some of the most common promotions you’ll come across on a sports betting site.

Free Bets

A Free Bet provides you with a specific amount of money to bet on a market of your choice, often subject to certain conditions (like minimum odds). Instead of using funds from your own cash balance, a Free Bet places the wager using the bonus amount. If the bet wins, your payout is calculated based on the Free Bet amount and the odds. 

It's important to note that any potential winnings do not include the return of the Free Bet stake as part of the payout. 

For instance, if you use a £10 Free Bet on a bet that wins with odds of 4/1, the payout will be £40. In contrast, if you had staked £10 of your own cash balance, the return would be £50.

Welcome Bonus

Welcome Bonuses are the promotions you receive when you first sign up and deposit at a sportsbook site. Welcome bonuses will range from extra cash to play with, Free Bets, money back if your first bet loses and even free spins on casino games.

Deposit Bonuses

Deposit bonuses give you additional funds to play with when you make a deposit, typically displayed as a percentage increase. It's common for deposit bonuses to come with wagering requirements, so it's important to review the promotion's terms and conditions before attempting to withdraw any bonus-related winnings. 

For example, depositing £50 with a 100% deposit bonus would give you a total bankroll of £100 to start playing with.

Risk-free Bets

A risk-free bet is similar to a Free Bet, but you use your own cash from your balance to place the wager. The key benefit is that if the market you bet on loses, your stake will be refunded back to your balance. 

For example, if you placed a £10 bet on West Ham to win at odds of 4/1, you would receive a payout of £50 if they won, but your £10 stake would be refunded to your balance if they lost.

Boosted Odds

Boosted odds are an excellent way to enhance your potential winnings when betting. Keep an eye out for odds on players or teams who are strong favourites in a match. By leveraging boosted odds, you can discover valuable betting opportunities with better potential returns.

Promote Responsible Betting

Responsible gambling is an important aspect of betting that ensures enjoyable and safe gaming. Various strategies, tools, and guidelines can help foster a balanced approach to gambling, improving informed decision-making and your overall entertainment. From setting limits on time and money spent on gambling, to recognising warning signs of problem gambling, there are many ways to make sure your betting is conducted in a safe and responsible way. Here are a few of the tools you can use to keep on top of your gambling.

Set Limits

You can set session limits and deposit limits from within your account to stop your gambling becoming too expensive or time consuming. Having these limits set will help you to recognise when you have been betting for too long or have spent more than you can afford during a week or month.

Only Bet What You Can Afford

With deposit limits set, you’ll find it easier to make sure you only bet what you can afford. Even if a bet sounds like it is dead certain to come in and pay out, don’t stake your entire bankroll. It’s much better for your enjoyment to only bet amounts you can afford to lose, and to spread your bankroll across multiple bets so you have more chance of potential winnings.

Don’t Chase Losses

If you do start to lose bets and find yourself on a losing streak, don’t allow yourself to place new bets in the hopes they will cover your losses. This habit of chasing losses can soon get out of hand and spiral into bets you can’t afford. Set limits on your account to stop this from happening.

Get Help if You Need It

When your betting stops being enjoyable and it starts affecting your everyday life and relationships, seek help from responsible gambling resources. Groups such as BeGambleAware, Gamblers Anonymous and GamStop can help you get the help you need.

Glossary of Betting Terms

Sports betting can be an ocean of jargon, fractions and numbers, but once you know what certain terms mean, you’ll be able to understand how everything works. Below are a few terms that can leave new punters baffled.

Point Spread

Like a Handicap bet, a point spread is a number set by bookmakers to level the playing field between two teams, making it more appealing to bet on either side. In a point spread, you are betting on the points/goals margin between two teams.


Another name for an accumulator bet, this type of bet is a combination of single bets on to one bet slip, creating much higher odds. If all of the single bets come in, you can stand to win a decent amount. 


This is the same as a Match Winner bet. You are betting on a team or player to win the match outright, with no handicaps or point spreads applied.


With this bet, you’ll be picking over or under a set number of events to occur in a match. For example, you could bet on there to be over 10 corners in a match between PSG and Barcelona.

Odds Margin

An odds margin is essentially what the bookmakers charge you for placing a bet. Bookies make their profit by inflating the implied probability of an outcome, which decreases the odds (and winnings) you receive. The odds margin, which varies from bookmaker to bookmaker, is the difference between real world probability and the odds being offered.

Betting FAQs

What does +1.5 mean on betting? 

This is a Handicap score that will add 1.5 to the final outcome. For example, if you backed Rob Cross +1.5 vs Luke Littler in the Premier League Darts, Rob Cross would have to win at least 5 legs (out of best of 11) for the bet to pay out.

What are odds of 1.0 in betting? 

Decimal odds of 1.0 are a certain bet, where the predicted probability of an outcome has a 100% chance of happening. No sportsbook site will offer odds of 1.0 on a bet.

What are the 3 types of gambling? 

There are three main types of gambling:

Gaming – Games of chance that offer prizes.
Betting – Laying a stake on the likelihood of an event happening in a sport.
Lottery – Buying a ticket to a draw that is based on chance, with prizes offered. 

Is there a betting formula? 

The Kelly criterion, also known as the Kelly strategy or Kelly bet, is a formula used in probability theory to determine the optimal size of a bet. When betting returns are known, the Kelly criterion leads to achieving higher profits over the long term compared to betting without a strategy.

As an example, if a bet has a 60% chance of winning, and the punter backs it at 1/1 odds on a winning bet, then to maximise the long-run growth rate of the bankroll, the gambler would bet 20% of their bankroll to follow the Kelly formula. 

Who invented gambling?

Gambling has a long history that extends back to at least the Palaeolithic period, predating written history. Evidence of early gambling activities includes the use of astragali bones for dice games in Mesopotamia (around 3000 BCE). In ancient China, gambling houses became prevalent during the first millennium BCE, with betting on animal fights being a popular activity. Additionally, early forms of lotto games and dominoes, which later influenced games like Pai Gow, emerged in China as early as the 10th century.