The Ministry of Tourism and Wildlife, through the Kenya Tourism Board (KTB), has signed a Ksh 15 million sponsorship deal with the Football Kenya Federation (FKF) in a bold move to position Kenya as a leading sports tourism destination.
This strategic partnership seeks to harness the wide-reaching appeal of football especially through the national team, Harambee Stars—to promote Kenya’s adventure, cultural, and travel experiences. The initiative aims to tap into both domestic and regional markets, aligning tourism promotion with the energy, passion, and massive fan base of football.
Speaking at the official launch, Tourism Cabinet Secretary Rebecca Miano emphasized the unifying power of sports and their role in nation branding. “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 deal will see the “Magical Kenya” brand prominently featured across key football platforms match-day events, digital content, fan experiences, and branded merchandise. Harambee Stars players will now serve as tourism ambassadors, helping promote the country’s unique appeal to global audiences.
FKF President Hussein Mohammed lauded the collaboration as a milestone in integrating sport with national development. “This partnership is a major step in showcasing how football can drive not just passion, but purpose and promote Kenya to the world,” he stated, calling on other sectors to invest in the sport.
KTB CEO June Chepkemei echoed the sentiment, noting that football presents a massive opportunity to diversify Kenya’s tourism reach, particularly among younger, experience-driven travelers. “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 added.
With football accounting for nearly a third of the global sports tourism market, the partnership adds significant momentum to Kenya’s ongoing efforts to leverage sports including golf, rallying, and marathons as a cornerstone of its tourism strategy.
