The millions Magical Kenya will inject in football after deal with FKF
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Reading Time: 2min | Wed. 06.08.25. | 20:28
Football to drive tourism and economy as CHAN sparks new opportunities
The Football Kenya Federation (FKF) has entered a six-month partnership with the Kenya Tourism Board (KTB), under the Magical Kenya brand, aimed at harnessing the power of football to promote both domestic and international tourism.
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The Kshs15 million sponsorship deal was unveiled on Wednesday at the National Social Security Fund (NSSF) offices, in Nairobi.
The event was attended by Tourism and Wildlife Cabinet Secretary Rebecca Miano, KTB CEO June Chepkemoi, FKF President Hussein Mohammed among others.
According to Chepkemoi, the partnership is a timely investment in the growing sports economy, especially with Kenya currently co-hosting the 2024 African Nations Championship (CHAN).
“Football is big business,” Chepkemoi said. “It is projected that by 2027, football alone will contribute USD 1.7 trillion to the global economy. Kenya cannot afford to be left behind in tapping into this incredible potential.”
Chepkemoi praised the impact of CHAN on the hospitality sector, noting how events like the ongoing tournament create employment and stimulate economic growth.
“Kenya has a 40 percent football base,” she added. “Hosting CHAN has already demonstrated how sport can transform sectors such as tourism and hospitality. This partnership with FKF is a celebration of our national team and a step towards building a sustainable sports tourism ecosystem.”
The Kshs15 million will support the national team, Harambee Stars, as they prepare to face Angola on Thursday in their second Group A match of the tournament.
FKF President Hussein Mohammed hailed the deal as a breakthrough for local sports tourism, an area he says has remained largely untapped on the continent.
We are proud to welcome Kenya Tourism Board through @magicalkenya on board as our latest partner.
— Football Kenya Federation (@Football_Kenya) August 6, 2025
Together, we’ll harness the power of football to spotlight Kenya’s beauty at home and beyond.#MagicalKenya #FootballMeetsTourism #FKF pic.twitter.com/4cNkuaEYiw
“We are diving into the deep waters of tourism where many have feared to explore,” said Mohammed. “Sports tourism is among the fastest-growing sectors globally. While Africa has lagged, Kenya is now ready to lead from the front. We are starting with our leagues.”
The partnership comes at a time when Kenya is seeking to reposition itself not only as a sporting nation, but also as a sports tourism destination.
With CHAN drawing visitors and injecting life into the local economy,stakeholders hope this deal marks the beginning of long-term collaboration between the football and tourism sectors.
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