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Magical Kenya Backs Harambee Stars with KSh15M to Drive Sports Tourism

Magical Kenya Backs Harambee Stars with KSh15M to Drive Sports Tourism

The Ministry of Tourism and Wildlife has signed a KSh 15 million sponsorship deal between Magical Kenya and the Football Kenya Federation (FKF) to capitalise on football’s global appeal to the country’s tourism industry.

The agreement will see Kenya’s national football team, the Harambee Stars, become international ambassadors for Kenyan tourism.

Changes in Harambee Stars jersey

The team will wear the Magical Kenya brand at major international matches and tournaments.

Peaking during the signing of the partnership on Wednesday, August 6, the Cabinet Secretary (CS) for Tourism and Wildlife, Rebecca Miano, described the initiative as a strategic investment in Kenya’s future as a diversified tourism destination.

“This sponsorship is not just about supporting the Harambee Stars, but also about using the unifying power of sport to promote our vibrant culture, rich heritage and diverse tourism experiences to the world,” said Miano.

CS Miano noted that Kenya, traditionally known for its safaris and breathtaking landscapes, is now expanding its tourism strategy by tapping into non-traditional sectors such as sports, film and cultural diplomacy.

She added that the collaboration with the FKF is part of this broader approach to position Kenya as a world-class destination.

Will there be further collaborations for sports tourism?

Through this initiative, Kenya hopes to reach a new, younger global audience and combine the excitement of football with the country’s unique attractions — from the iconic Maasai Mara to the tranquil Indian Ocean coastline.

“This collaboration is just the beginning. We look forward to working with the FKF and other partners to create deeper global connections through sport and attract more visitors to Kenya as a destination,” the CS said.

She said that through the partnership with the Harambee Stars, a symbol of national pride and unity, her ministry aims to showcase the spirit, talent and hospitality of Kenya on a global platform.

Miano maintained the government’s commitment and confidence that the international visibility of the team will generate greater interest in experiencing all that Kenya has to offer.

Kenya launches adventure tourism

Meanwhile, the government planned to create jobs for Kenyans through adventure tourism.

In July 2025, the Ministry of Tourism and Wildlife flagged off the first-ever African White-Water Rafting Championship at Sagana River, Murang’a County.

Tourism CS Miano said adventure tourism is a powerful economic enabler in a country.

Miano said that through rafting, the country will create jobs for Kenyans and attract foreign direct investment.

The championship brought together participants from Rwanda, Uganda, Tanzania, South Sudan, Somalia, Nigeria, Burundi, Morocco, Sudan, and the DRC.

Miano said that the championship positions Kenya as a continental leader in this fast-growing niche.