The Ministry of Tourism and Wildlife has inked a
Sh 15 million sponsorship deal between Magical Kenya and the Football Kenya Federation (FKF), aimed at promoting the country through sports tourism.
Announced by the Ministry of Tourism and Wildlife, the partnership positions the Harambee Stars as ambassadors of Kenyan tourism on the global stage.
This bold move marks a significant shift in how Kenya markets itself internationally, tapping into the global appeal of football to attract a wider and younger audience.
The sponsorship will see Harambee Stars wear the Magical Kenya brand, offering visibility at major international matches and tournaments.
Tourism and Wildlife Cabinet Secretary Rebecca Miano hailed the partnership as a forward-thinking investment that goes beyond supporting the national football team.
“This sponsorship is not just about supporting Harambee Stars—it’s about leveraging the unifying power of sports to promote our vibrant culture, rich heritage, and diverse tourism experiences to the world,” Miano stated.
Kenya, long celebrated for its safaris and scenic beauty, is now looking to diversify its tourism offerings. Through this partnership, the country aims to blend the passion of sport with its natural and cultural attractions—from the iconic Maasai Mara to the pristine Indian Ocean coastline.
Miano emphasized that this is part of a larger strategy to position Kenya as a top global tourism destination. The Ministry is increasingly engaging with non-traditional tourism avenues, such as sports, film, and cultural diplomacy, to boost international arrivals and strengthen Kenya’s brand identity.
“This collaboration is just the beginning,” she added. “We look forward to working with FKF and other partners to create deeper global connections through sports and attract more visitors to destination Kenya.”
Harambee Stars, as national icons, offer a unique platform to showcase Kenya’s spirit, talent, and hospitality. The Ministry is confident that their international presence will inspire interest not just in football, but in experiencing Kenya’s landscapes, culture, and people.
This strategic alignment of tourism and sports marks a pivotal step in Kenya’s journey to becoming a multi-dimensional travel destination—one where wildlife, adventure, and now football, all play for the same team.
