EXPLAINED: How FKF's Ksh 15 Million Partnership With Kenya Tourism Board Will Be Used

Football Kenya Federation recently signed a 15 million partnership deal with the Kenya Tourism Board.

On Wednesday, August 6, The Football Kenya Federation (FKF) signed a six-month long Ksh 15 million partnership with the Kenya Tourism Board (KTB) in a landmark agreement aimed at promoting Kenya as a leading sports tourism destination.

The deal, unveiled at the Moi International Sports Center in Nairobi, positions football—and particularly the national team, Harambee Stars—as a key promotional vehicle to showcase Kenya’s rich tourism offerings. The partnership forms part of KTB’s broader sports tourism strategy, which seeks to use major sporting events and personalities to elevate Kenya’s global brand.

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The Ksh 15 million sponsorship will be used to integrate the Magical Kenya brand into various aspects of Kenyan football, including:

Stadium Branding during Harambee Stars matches

Branded Team Merchandise and fan gear

Digital Content Creation, highlighting Kenya’s culture, landscapes, and football journey

Fan Engagement Campaigns at match venues and public spaces

Youth Outreach programs promoting both football development and tourism awareness

The initiative targets both domestic and regional audiences and is designed to inspire travel, cultural pride, and broader engagement with Kenya’s tourism sector.

Speaking at the launch, Tourism and Wildlife Cabinet Secretary Rebecca Miano hailed the partnership as a game-changer for both sectors.

“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 Harambee Stars will now serve as tourism ambassadors, helping export Kenya’s national image to audiences beyond the football pitch.

FKF President Hussein Mohammed expressed appreciation for the collaboration, noting that it exemplifies how football can be a force for national transformation.

“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 echoed the sentiment, adding that football presents a powerful platform for storytelling and brand positioning.

“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. “This is about reaching younger, experience-driven audiences who connect with destinations through sport.”

Globally, football accounts for nearly a third of the sports tourism market, with millions of fans willing to travel for matches. By integrating tourism messaging into the beautiful game, Kenya now joins the ranks of nations using sport as a soft power tool for economic and cultural promotion.

This partnership adds momentum to Kenya’s ongoing efforts to diversify its tourism portfolio—building on successful campaigns in golf, motorsport, athletics, and now, football.