FKF determined to lure sponsors back into the game

Association of Gaming Operators of Kenya (AGOK) chairman Sasa Krneta (right) presents a gift to FKF CEO Harold Ndege during the annual executives gala at Golden Tulip Hotel in Westlands, Nairobi on March 28, 2025. [Jonah Onyango, Standard]

Football Kenya Federation (FKF) is trying everything possible to attract sponsors and partners back into the game, the federation CEO Harold Ndege has said.

This comes barely a few days after several partners advertised on their LED screens during last weekend's World Cup Qualifiers match between Harambee Stars and Gabon at Nyayo Stadium.

Though Kenya lost 2-1, the official feels the sold-out fixture coupled by the huge interest from the partners shows they are ready to harness football's potential in transforming lives, growing communities, and building businesses.

However, this seems to have been somehow disrupted by the match fixing menace that continues to threaten the integrity of the game. On Friday, the federation suspended goalkeeper Patrick Matasi from all football related activities for 90 days over alleged involvement in match manipulation. This is after a video that surfaced online on Wednesday night appeared to show the custodian agreeing a deal to influence the outcome of a match.

But speaking during the Association of Gaming Operators of Kenya (AGOK) annual executives' gala on Friday night in Nairobi, Ndege said they are integrating experiential activations and innovations that bring fans closer to the game. The event was graced by Betting Control and Licensing Board (BCLB) chairperson Jane Mwikali Makau among other government officials.

"At the heart of our transformation is a commitment to transparency, accountability, and professionalism. We are establishing strong governance structures to ensure football operations are efficient, ethical, and financially sustainable," Ndege said.

"Every partnership, investment, and decision within our federation is driven by a clear purpose, to grow the game with integrity and trust. We are creating a system where all stakeholders, from clubs to corporate sponsors, can operate with confidence, knowing that football in Kenya is built on fairness, excellence, and long-term sustainability."

AGOK chairman Sasa Krneta emphasised on the need for fair tax policies and playing field to sustain the industry and revenues to the government.

"Our promise is to represent this industry with integrity and to work hand in hand with regulators and partners like you," Knerta said.

"On top of that, gaming companies invest heavily in sponsorships, and CSR, supporting sports, health, education, and local communities. We estimate that around 1 billion KES was invested into sponsorships and CSR projects in 2024."