The Football Kenya Federation (FKF) has announced a landmark Ksh15 million sponsorship deal with the Ministry of Tourism to help position Kenya as a leading sports tourism destination.
The partnership, which was officially unveiled on Wednesday, August 6, will see the integration of the iconic Magical Kenya brand across various football platforms to leverage the Harambee Stars' newfound popularity.
Benni McCarthy's side currently enjoys the spotlight, particularly because Kenya is the co-host of the African Nations Championships (CHAN) alongside Uganda and Tanzania.
Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, spoke during the unveiling, reiterating that the collaboration was part of a broader strategy to use sports to tell Kenya's story on a global stage.
“Moments in sports shape how the world perceives us. Our athletes embody the spirit, resilience, and pride of Kenya. Through this partnership, we aim to connect with millions of fans by showcasing Kenya’s adventure, culture, and warm hospitality,” Miano said.
As part of the Ksh15 million deal, there will also be co-branded match-day promotions, digital campaigns, branded merchandise and fan engagement activities, all designed to highlight Kenya's tourism assets through football.
The partnership will specifically target younger and experience-driven audiences in regional markets, since they are the demographic who are more likely to act on their enthusiasm and passion for football games.
FKF President Hussein Mohammed, who was also present during the signing of the deal, said the partnership came at an opportune time since football can be easily leveraged to promote economic development through tourism.
"This partnership is a major step in showcasing how football can drive not just passion but purpose and promote Kenya to the world,” he said.
The KTB has in the past engaged in similar campaigns, with one of the more notable ones being partnerships with global athletics icon Eliud Kipchoge, the WRC Safari Rally, the Magical Kenya Open golf tournament, and various international marathons.
According to industry data, football is the most popular sport in the world, contributing nearly one-third of the global sports tourism market.
Millions of fans tend to cross borders to attend matches, and the government intends to align with the trend to capture the growing audience of sports enthusiasts, particularly those backing the Harambee Stars.
