Just weeks after securing a major multi-million shilling partnership, the Football Kenya Federation (FKF) has struck another significant milestone.
On Wednesday, 6th August, FKF officially signed a Ksh 15 million sponsorship agreement with the Kenya Tourism Board (KTB) under the Magical Kenya brand, in a landmark deal that merges football and tourism to promote Kenya both locally and internationally.
The strategic partnership comes at a time when all eyes are on Kenya as it hosts the Africa Nations Championship (CHAN)—a perfect stage to showcase the country’s rich tourism offerings through the universal appeal of football.
The announcement was made during a high-profile launch in Nairobi, where Cabinet Secretary for Tourism and Wildlife, Hon. Rebecca Miano, underscored the role of sports and especially football, in boosting destination visibility.
“This collaboration aims to harness the popularity and influence of football, particularly through our national team, Harambee Stars, to spotlight Kenya as a vibrant, diverse, and dynamic tourism destination,” said CS Miano.
“Our focus is on engaging both domestic and regional audiences by integrating tourism messaging with the energy and passion of the game.”
The partnership will see the Magical Kenya brand prominently displayed across key football platforms—match-day activities, digital content, team merchandise, and immersive fan experiences.
It will also position Harambee Stars as tourism ambassadors, using the power of football to invite global audiences to explore Kenya’s unmatched beauty and adventure.
The deal forms part of KTB’s broader sports tourism strategy, which has previously included collaborations with legendary athletes like Eliud Kipchoge, global sporting events such as the Magical Kenya Golf Open, the WRC Safari Rally, and international marathons.
Speaking at the event, KTB CEO June Chepkemei reaffirmed the Board’s commitment to diversifying tourism through strategic partnerships.
“Football offers a unique platform to tell authentic Kenyan stories. With a strong following across Africa, it presents an opportunity to highlight our adventure tourism, cultural richness, and natural beauty to new and younger audiences,” she stated.
She added that, “Nearly a third of the global sports tourism market is driven by football fans willing to travel. This partnership taps into that enthusiasm, boosting our efforts to reimagine Kenya’s tourism appeal.”
