Kenya wants bigger business from sport

Kenya is looking to turn its growing sports industry into a major source of jobs, investment and business opportunities through a new partnership with the African Sports and Creative Institute (ASCI). The initiative comes as the country prepares to co-host the 2027 Africa Cup of Nations (AFCON) alongside Uganda and Tanzania.

The partnership is designed to move sports beyond competitions and make it a stronger part of Kenya's economy. It will focus on attracting investors, supporting local businesses and creating opportunities for people working in different areas of the sports industry.

One of its main plans is to develop a national sports industry strategy to identify investment opportunities. It will also establish an accelerator programme to support local sports businesses and create a dedicated investment facility to help small and medium-sized enterprises access funding.

The partnership will be supported by the Game Time Africa Summit, scheduled for July 15 and 16, 2027. The summit will bring together investors, financial institutions, sports organisations and government representatives to discuss ways of developing the African sports economy.

How AFCON 2027 fits into the plan

Kenya's preparations for AFCON 2027 provide an important opportunity to attract international attention and investment. As one of the three host countries, Kenya expects the tournament to create demand for better sporting facilities, accommodation, transport and other services.

However, the partnership is not focused on the tournament alone. Its wider ambition is to ensure that investments made in sports infrastructure continue generating economic value after the competition ends.

The initiative also has a longer-term target, with a development roadmap extending towards the 2030 FIFA World Cup. This suggests that Kenya wants to build a sports industry that can attract investment beyond individual tournaments.

Jobs beyond the football pitch

The sports industry offers employment opportunities for people who are not professional athletes. Organising major competitions requires event managers, security personnel, media workers, transport providers and hospitality staff.

There are also business opportunities in sports technology, digital media, broadcasting, advertising, sports clothing, equipment, tourism and health services. Hotels, restaurants and travel companies can benefit when sporting events attract visitors from different countries.

Local entrepreneurs could also gain from the proposed business accelerator and investment facility. These programmes are intended to help businesses access funding, develop their services and reach wider markets.

For young people and skilled workers, this could create opportunities in marketing, photography, sports management, technology and event production.

The partnership therefore represents an effort to treat sport as an economic sector rather than simply a form of entertainment. Its success will depend on whether the proposed programmes attract investment, support local enterprises and create sustainable employment.

As Kenya approaches AFCON 2027, the bigger challenge will be ensuring that the benefits of sporting activities continue long after the final whistle.