The Football Kenya Federation (FKF) and the Ministry of Tourism have launched a Ksh15 million sponsorship deal to position Kenya as a leading sports tourism destination. This partnership, unveiled on Wednesday, August 6, will integrate the Magical Kenya brand with Harambee Stars to leverage their increasing popularity, especially as Kenya co-hosts the African Nations Championships (CHAN).

• The Ksh15 million deal will fund co-branded match-day promotions, digital campaigns, merchandise, and fan engagement activities, targeting younger audiences to showcase Kenya's tourism assets.
• Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, emphasized that the collaboration is part of a broader strategy to use sports in telling Kenya's story globally, connecting with millions of fans by highlighting the nation’s adventure, culture, and hospitality.
• FKF President Hussein Mohamed stated that this timely partnership demonstrates how football can drive economic development through tourism, building on past successful campaigns like those with Eliud Kipchoge and the WRC Safari Rally.