The Ministry of Tourism and Wildlife has teamed up with the Football Kenya Federation (FKF) in a Ksh 15 million partnership that aims to put Kenya on the map as a leading sports tourism destination. The deal will see football, and especially the Harambee Stars, play a key role in showcasing Kenya’s culture, adventure, and hospitality to both local and global audiences.
Highlights
- Ksh 15 million partnership signed between Kenya Tourism Board and FKF
- Harambee Stars to act as brand ambassadors for Magical Kenya
- Campaign to focus on domestic and regional tourism through football
- Strategy includes digital content, branded merchandise, and fan activations
- Football joins golf, motorsport, and marathons in tourism diversification push
Main Story:
The agreement was officially launched by Tourism Cabinet Secretary Rebecca Miano, who emphasized the power of sports in shaping Kenya’s image internationally. “Our athletes reflect the spirit and pride of Kenya,” she said, adding that through football, the government aims to spark global curiosity about the country’s unique experiences from safaris to coastal getaways.
The partnership will integrate the Magical Kenya brand into key football moments, including Harambee Stars matches, fan events, merchandise, and online content.
FKF President Hussein Mohammed lauded the deal as a “game-changer” for football and tourism alike. “This partnership is proof that football can move beyond just passion and become a tool for economic promotion,” he said. He also urged more sectors to invest in the sport.
KTB CEO June Chepkemei echoed those sentiments, highlighting football’s unmatched ability to attract experiential and youth-driven audiences. “Football offers a powerful platform to share Kenya’s story with Africa and beyond,” she noted.
This collaboration adds football to Kenya’s growing sports tourism portfolio, which already features the WRC Safari Rally, the Magical Kenya Open, and marathons inspired by global legends like Eliud Kipchoge. With football contributing nearly a third of the global sports tourism market, the move is seen as a strategic push to unlock new economic opportunities.
With this Ksh 15 million boost, football is no longer just about goals and trophies it’s Kenya’s newest passport to the world.
