The Football Kenya Federation (FKF) and the Kenya Tourism Board (KTB) have officially announced a new six-month partnership worth KES 15 million, aimed at leveraging football to promote Kenya’s tourism.

This deal, which includes an option for an extension, comes just a week after the FKF signed a landmark 10-year, KShs. 1.12 billion sponsorship with SportPesa for the FKF Premier League.

The collaboration will see the “Magical Kenya” brand featured prominently in national team campaigns, using the sport’s wide reach to showcase the country’s diverse attractions to a global audience.

The partnership’s timing is particularly strategic, coinciding with the ongoing African Nations Championship (CHAN) PAMOJA 2024, which Kenya is co-hosting with Uganda and Tanzania.

The deal is also aligned with the ongoing reform agenda of the new FKF leadership under President Hussein Mohammed, which focuses on restructuring domestic leagues and strengthening the country’s entire football ecosystem.

In a further sign of the deepening collaboration, discussions are already underway to extend the partnership to the domestic league level.

This could see tourism branding integrated into local matches during the upcoming league season, a move that would boost both domestic and international interest in Kenyan football while promoting the country as a top tourist destination.