NAIROBI, Kenya – Nairobi’s iconic Kenyatta International Convention Centre (KICC) has been transformed into a giant celebration billboard after a Kenyan won Sh102.7 million in a major betting competition.
The landmark tower glowed in SportPesa blue for three consecutive nights, carrying a congratulatory message to Peter M. Maina, who correctly predicted all 15 matches to win Sh102,768,777.
The campaign, which ran from Saturday, October 31, to Monday, November 2, turned one of Nairobi’s most recognisable buildings into a public celebration of the massive win.
An LED ring at the top of the tower displayed the message, “Hongera to the Sh 102,768,777 15/15 Mega Jackpot Winner,” while animated graphics and blue lighting covered the building’s façade.
The activation was delivered by Kenyan advertising technology company Suss Ads, which estimated that up to 240,000 people saw the illuminated tower in person over the three evenings.
“KICC has watched over Nairobi for more than fifty years. This weekend it told the whole city that a Kenyan had just won over a hundred million shillings,” said Dennis Maina, Founder and CEO of Suss Ads.
He added that landmark advertising offers brands a unique opportunity to capture public attention beyond traditional billboards.
SportPesa Head of Marketing Operations Esther Kang’ethe said the winner’s achievement deserved a bigger celebration.
“The Mega Jackpot asks you to get 15 out of 15 right. Peter did, and a result that rare deserved more than a post on our timeline. It deserved the skyline,” she said.
The activation was part of a wider campaign that also featured Peter holding his winning cheque in digital advertisements.
The KICC display comes amid growing investment in outdoor advertising in Kenya.
According to Reelanalytics’ 2025 Kenya Media Landscape report, outdoor advertising spending rose by 14.8 per cent, from Sh5.55 billion to Sh6.37 billion, reflecting the growing popularity of digital screens and large-scale advertising displays.
Suss Ads operates a network of 1,666 digital screens across 479 venues in 55 towns, allowing brands to extend campaigns from major landmarks to shopping centres, transport hubs and other public spaces.
The company says the KICC activation demonstrates how brands can use Nairobi’s skyline to turn major announcements into citywide experiences.
