FKF inks Sh15 million partnership deal with KTB to tap into sports tourism
The agreement, signed on Wednesday, aims to promote both domestic and international tourism by leveraging the growing popularity of football in the country.
Football Kenya Federation (FKF) has sealed another landmark partnership, this time with the Kenya Tourism Board (KTB), as part of its broader strategy to position football at the heart of national development.
Just days after inking a 10-year Sh1.12 billion deal with a gaming company to sponsor the FKF Premier League, FKF has now entered into a six-month, Sh15 million partnership with KTB under the "Magical Kenya" brand.
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The agreement, signed on Wednesday, August 6, aims to promote both domestic and international tourism by leveraging the growing popularity of football in the country.
Through the partnership, KTB will utilise national football teams to market Kenya’s tourism offering, highlighting the symbiotic relationship between sports and tourism.
KTB CEO June Chepkemei emphasised the economic potential football holds on the global stage.
"By 2027, football is projected to contribute over USD 1.7 trillion to the global economy. Kenya should not be left behind in tapping into this value. With 40 per cent of our population identifying as football fans, hosting tournaments like CHAN not only boosts our tourism but also supports hospitality, retail, and job creation," she stated.
FKF President Hussein Mohammed echoed this sentiment, noting that sports tourism remains one of the fastest-growing sectors globally.
"It’s unfortunate that Africa has lagged behind in maximising sports tourism. With this partnership, we aim to change that. Local leagues already encourage county-to-county travel, hotel occupancy, and fan engagement with new destinations. Now, football will play an even bigger role in driving local tourism and showcasing our talents to the world, much like our elite athletes have done," he said.
Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, hailed the timing of the partnership, especially as Kenya hosts CHAN 2024.
"I have never seen such national unity as I did during the CHAN matches. Hosting this tournament places Kenya firmly on the global map, and the revival of football is truly momentous. We congratulate FKF and all stakeholders involved," Miano remarked.
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