The Ministry of Tourism and Wildlife has unveiled a groundbreaking KSh15 million sponsorship deal between Magical Kenya and the Football Kenya Federation (FKF), positioning the Harambee Stars as international ambassadors of Kenyan tourism.
Announced by Cabinet Secretary Rebecca Miano, the partnership is a bold step toward promoting sports tourism—a strategic move that taps into football’s massive global following to showcase Kenya’s cultural richness, scenic beauty, and adventure offerings.
“This sponsorship is not just about supporting Harambee Stars,” said CS Miano.
“It’s about leveraging the unifying power of sports to promote our vibrant culture, rich heritage, and diverse tourism experiences to the world.”
Football Meets Travel: A New Strategy for Tourism Growth
As part of the agreement, the national football team will wear Magical Kenya branding during international matches and tournaments, giving Kenya exposure on the global stage. This initiative marks a major shift in how the country markets itself abroad, moving beyond traditional safari tourism to embrace new and dynamic avenues like sports, film, and cultural diplomacy.
Kenya, renowned for the Maasai Mara, Mount Kenya, and the Indian Ocean coastline, is now looking to diversify its offerings. With football as the connector, the government hopes to attract a younger and more global audience seeking unique travel experiences.
The Ministry sees this collaboration as the beginning of a broader campaign to position Kenya as a top-tier travel destination. By aligning with popular platforms like international football, Kenya aims to deepen global connections and boost visitor numbers.
“This collaboration is just the beginning,” Miano 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.”
With the Harambee Stars embodying Kenya’s spirit, passion, and hospitality, their presence on the international stage is expected to inspire both fans and travelers to explore what the country has to offer.
A New Era for Magical Kenya
This innovative alignment of tourism and sport signals Kenya’s commitment to becoming a multi-dimensional destination—one where wildlife, culture, adventure, and now football come together to tell a compelling story.
