Published on August 7, 2025 by Agencies for Kenya Online News
Last Updated on 10 months by Agencies for Kenya Online News
The Ministry of Tourism and Wildlife, through the Kenya Tourism Board (KTB), has signed a Ksh 15 million sponsorship agreement with the Football Kenya Federation (FKF), marking a strategic partnership to elevate Kenya’s profile as a premier sports tourism destination.
This collaboration aims to harness the popularity and influence of football particularly through the national team, Harambee Stars, to spotlight Kenya as a vibrant, diverse, and dynamic tourism destination. The partnership targets both domestic and regional markets, with a focus on driving tourism growth through sports engagement.
The initiative is part of KTB’s wider sports tourism strategy, which leverages events and celebrated sports personalities to enhance Kenya’s destination brand. Past initiatives have featured partnerships with global icons like Eliud Kipchoge and high-profile events such as the Magical Kenya Open, the WRC Safari Rally, and various international marathons.
Speaking during the official launch, Cabinet Secretary for Tourism and Wildlife, Hon. Rebecca Miano, underscored the role of sports in nation branding and tourism promotion.
“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,” she said.
The CS emphasized that the partnership will feature the Magical Kenya brand across key football touchpoints, positioning Harambee Stars as tourism ambassadors who will inspire global audiences to discover the country’s unmatched experiences.
The agreement includes collaborative promotion across match-day activities, digital content, branded merchandise, and immersive fan engagements. It also aims to spark youth interest in sports while aligning tourism messaging with the energy and passion of football.
FKF President Hussein Mohammed expressed his appreciation for the partnership and encouraged other stakeholders to support the sport: “We thank Kenya Tourism Board for believing in the power of football. This partnership is a major step in showcasing how football can drive not just passion, but purpose and promote Kenya to the world.”
KTB CEO June Chepkemei reaffirmed the Board’s commitment to tourism diversification, highlighting football’s potential to reach younger and more experiential-driven audiences.
“Sports, particularly football, present an opportunity to reposition Kenya’s brand through authentic storytelling and shared experiences. With a strong football following across the continent, we are excited to use this platform to amplify our adventure, cultural richness, and natural beauty,” she said.
Football currently accounts for nearly a third of the global sports tourism market, with fans increasingly willing to travel for matches. The new partnership taps into this powerful demographic, adding momentum to the Ministry’s efforts to diversify Kenya’s tourism offerings through golf, motorsport, marathons, and now, football.
