FXPesa Signs Nairobi City Thunder as Its 2026 Trading Partner

FXPesa, the Kenyan brokerage owned by Equiti Group, has become the official trading partner of Nairobi City Thunder for the 2026 basketball season. The broker, which trades as EGM Securities and was the first firm to receive a retail brokerage licence from Kenya's Capital Markets Authority, said the arrangement covers fan and community activations throughout the campaign. Neither company disclosed the value of the deal or any commitment beyond the current season.

Nairobi City Thunder was the first Kenyan club to qualify for the Basketball Africa League and went unbeaten across the 2023-2024 and 2024-2025 Kenyan Basketball League seasons. The club is competing in the BAL for a second time in the 2026 edition.

Moonika Jurgenfeldt, FXPesa's Managing Director, said the partnership is a natural fit, adding that both trading and basketball demand discipline, timing and performing under pressure. Colin Rasmussen, CEO and founder of Nairobi City Thunder, called the agreement an exciting step, noting that the sport's focus on preparation and decision-making aligns with FXPesa's principles and the club's goal of creating value beyond the court.

A familiar playbook

Sports sponsorship has become a common route for forex and CFD brokers seeking brand recognition, and FXPesa is following a path already taken by larger rivals. Plus500 signed a four-year deal with the NBA's Chicago Bulls in 2022, Robinhood became the Memphis Grizzlies' jersey patch partner for the 2024-25 season, and CFI named itself AC Milan's online trading partner in early 2024. Brokers have also been moving into local and niche sports, where regional fan bases offer cheaper, more targeted exposure.

The deal lands in a competitive Kenyan market, where a handful of CMA-licensed brokers, including Scope Markets, Pepperstone, Exinity, Exness and INGOT Brokers, compete for a limited pool of retail traders while offshore operators still target Kenyan clients. FXPesa offers retail clients CFD trading across forex, commodities, indices, shares and ETFs on an execution-only, straight-through-processing basis. Parent group Equiti holds licences in the UK, UAE, Jordan, Kenya, Seychelles, Armenia and Cyprus, and has expanded the FXPesa brand into Uganda.