FXPesa Signs Nairobi City Thunder as Its 2026 Trading Partner

FXPesa, the Kenyan brokerage owned by Equiti Group, has signed on as the official trading partner of basketball club Nairobi City Thunder for the 2026 season.

The broker, which trades as EGM Securities and was the first company to win a retail brokerage license from Kenya's Capital Markets Authority, said the arrangement covers fan and community activations across the season.

The companies did not put a value on the agreement or specify its length beyond the current campaign.

Nairobi City Thunder was the first Kenyan team to qualify for the Basketball Africa League and that it went undefeated across the 2023–2024 and 2024–2025 Kenyan Basketball League seasons. The club returned to the BAL for a second time in the 2026 edition.

"The partnership with Nairobi City Thunder is a natural fit for us," said Moonika Jurgenfeldt, Managing Director of FXPesa.

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"At their core, both trading and basketball are about discipline, timing and performing under pressure... We see this as more than a sponsorship. It's an opportunity to connect with a new generation, support a fast-growing sport in Kenya and reinforce a mindset we believe in."

A Familiar Marketing Playbook for Brokers

Sports sponsorship has become one of the most common ways for forex Forex Foreign exchange or forex is the act of converting one nation’s currency into another nation’s currency (that possesses a different currency); for example, the converting of British Pounds into US Dollars, and vice versa. The exchange of currencies can be done over a physical counter, such as at a Bureau de Change, or over the internet via broker platforms, where currency speculation takes place, known as forex trading.The foreign exchange market, by its very nature, is the world’s largest tradi Foreign exchange or forex is the act of converting one nation’s currency into another nation’s currency (that possesses a different currency); for example, the converting of British Pounds into US Dollars, and vice versa. The exchange of currencies can be done over a physical counter, such as at a Bureau de Change, or over the internet via broker platforms, where currency speculation takes place, known as forex trading.The foreign exchange market, by its very nature, is the world’s largest tradi Read this Term and contracts-for-difference brokers to buy brand recognition, and FXPesa is following a route well worn by larger rivals.

Plus500 signed a four-year deal with the NBA's Chicago Bulls in 2022, its first US sports tie-up, after ending a long-running shirt deal with Atlético Madrid.

Robinhood became the jersey patch partner of the Memphis Grizzlies for the 2024–25 season, adding to an earlier deal with the Washington Wizards.

Football still dominates the category, with CFI naming itself AC Milan's online trading partner in January 2024.

But brokers have increasingly moved beyond football into local and niche sports, where loyal regional fan bases offer cheaper, more targeted exposure.

FXPesa's choice of a Nairobi-based basketball club fits that pattern, anchoring the broker to a home-market audience rather than a global property.

Colin Rasmussen, CEO and founder of Nairobi City Thunder, said the deal was "an exciting step" for the club.

"Basketball requires discipline, preparation, timing and the ability to make the right decisions under pressure, all principles that align well with FXPesa," he said, adding that the club wanted to work with a brand focused on "creating value beyond the court."

Kenya's Crowded Broker Field

The sponsorship lands in a Kenyan market where a handful of licensed brokers compete for a limited pool of retail traders.

Alongside EGM Securities, the CMA has authorized firms including Scope Markets, Pepperstone, Exinity and Exness, while INGOT Brokers secured its own Kenyan license in late 2022.

With offshore operators still targeting Kenyan clients, local brand visibility has become a competitive battleground.

FXPesa offers Kenyan retail clients access to forex, commodities, indices, shares and ETFs through CFD trading, the company said, on an execution Execution Execution is the process during which a client submits an order to the brokerage, which consequently executes it resulting in an open position in a given asset. The execution of the order occurs only when it is filled. There is typically a time delay between the placement of the order and the execution which is called latency.In the retail FX space, reliable brokers always strive to deliver best execution to their clients in order to maintain a solid business relationship with them. This is a co Execution is the process during which a client submits an order to the brokerage, which consequently executes it resulting in an open position in a given asset. The execution of the order occurs only when it is filled. There is typically a time delay between the placement of the order and the execution which is called latency.In the retail FX space, reliable brokers always strive to deliver best execution to their clients in order to maintain a solid business relationship with them. This is a co Read this Term-only, straight-through-processing basis.

Equiti, the parent group, holds licenses across the UK, the UAE, Jordan, Kenya, Seychelles, Armenia and Cyprus, and has expanded the FXPesa brand into Uganda.