KRU, Menzies Aviation enter into partnership
Rugby
By
Washington Onyango
| Jul 01, 2025
Kenya Rugby Union (KRU) has unveiled its new grassroots initiative, Pass It Back, an innovative programme designed to combine non-contact rugby with essential life skills training for young people aged 11 to 16 years.
The partnership jointly spearheaded by KRU, ChildFund Rugby, and Menzies Aviation brings in sponsorship worth over Sh11,634,300 (USD 90,000) that will be spread out within the next two years.
Kenya now joins a growing global network of countries using rugby as a tool to foster stronger, more inclusive communities.
The programme will introduce World Rugby's T1 non-contact format, creating a structured, safe, and inclusive environment where young participants can build confidence, teamwork, and leadership skills.
The first rollout, dubbed Playing for Equality, will focus on advancing gender equity, inclusion, and leadership development. More than 250 youth are expected to participate, with a commitment to achieving over 50% female participation.
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Speaking during the official signing ceremony on Tuesday, KRU Chief Executive Officer Thomas Odundo said the initiative strengthens the development pathway by equipping young players and coaches with tools to grow both on and off the field.
"Investing in the next generation is how we build a lasting legacy and position rugby as a platform for personal and community growth. Our partnership with ChildFund Rugby is also key to improving internal systems and ensuring long-term sustainability," said Odundo.
The KRU will oversee the local implementation of the programme, which includes training youth coaches aged 16 to 25 years.
These coaches will facilitate 90-minute sessions blending rugby fundamentals with critical life lessons, helping youth navigate everyday challenges and build resilience.
KRU chairperson Harriet Okach underscored the value of the initiative, calling it an opportunity to deliver more than just rugby.
"It offers knowledge, instills values, and imparts life-changing skills. We thank our partners and call on all stakeholders to embrace rugby as a tool for transforming lives," said Okach during the launch of the initiative.
Menzies Aviation Kenya General Manager Mohammed Tambi, reaffirmed their support for the programme.
"Our investment in Pass It Back is about more than just sponsorship. This is a strategic partnership aimed at empowering youth and leaving a meaningful, lasting impact on future generations," said Tambi.
The launch of Pass It Back in Kenya also coincides with the programme's 10-year global milestone, reinforcing its proven success in using sport as a powerful vehicle for social development.