FKF signs Ksh15million deal with Kenya Tourism Board

The deal, unveiled at the Ministry of Tourism offices and presided over by Cabinet Secretary Rebecca Miano, seeks to leverage the growing popularity of Kenyan football to promote both domestic and international tourism.

“This hosting of CHAN and this partnership puts Kenya on the global map where we belong and revival of football in this country as this only goes to support and promote our tourism,” said CS Miano.

The partnership comes at a crucial time as Kenya continues its campaign in the 2024 African Nations Championship (CHAN), which it is co-hosting alongside Tanzania and Uganda.

The national team is set to face Angola on Thursday in their second group match at Kasarani Stadium, and officials hope the spotlight on the tournament will drive tourist interest and economic activity.

KTB CEO June Chepkemei echoed the strategic value of the agreement, stating, “It is projected by 2027 the World football economy will be valued at 1.7 trillion USD and therefore as a country we would not like to be left behind in benefiting from the value that comes with football.”

FKF boss Hussein Mohammed on the other hand hailed the deal as a milestone for both the federation and the broader vision of African football development.

He also rallied Africa at large to tap into the venture of Sports tourism for the betterment of African football.

“It is quite unfortunate that our country and Africa at large has yet tapped into the potential that sports tourism holds. This partnership will not only ensure that our Football is developed but also gives us a chance to showcase what we have through tourism.”

It is expected that the six-month agreement, with an option to extend, will leverage Kenya’s national football teams to showcase the country’s rich cultural and natural attractions to both domestic and international audiences.

The branding deal will see Magical Kenya featured prominently during FKF events and CHAN matches, linking football fandom with travel inspiration.