Kenya and the African Sports and Creative Institute plan an industry strategy, business accelerator and investment facility to help local sports enterprises grow.
A new Kenya sports partnership with the African Sports and Creative Institute (ASCI) aims to attract investment and create jobs. The initiative seeks to turn sporting talent, infrastructure and major tournaments into lasting commercial opportunities.
The Game Time Africa Summit will anchor the partnership on July 15–16, 2027. It will bring together investors, sports organisations, governments, financial institutions and businesses to explore opportunities across Africa.
Meanwhile, Kenya is preparing to co-host the 2027 Africa Cup of Nations alongside Uganda and Tanzania. The partnership aims to build businesses that can generate income beyond major tournaments.
Kenya sports partnership sets industry roadmap
Kenya and ASCI plan to develop a national sports industry strategy with a three-year roadmap. It will identify investment opportunities in stadiums, leagues, clubs, broadcasting rights, athlete development, sports tourism and event hosting.
The strategy also aims to help new and upgraded facilities earn revenue after major competitions end. Game Time Africa Summit founder and president Will Mbiakop outlined the plans during the partnership launch.
Mbiakop said the initiative would create a structured approach to turning Kenya’s sporting potential into sustainable businesses. However, he argued that Africa retains too little of the commercial value its athletes generate globally.
He also identified unreliable sports data, skills shortages and insufficient investment as barriers to growth. Addressing those challenges, he said, requires coordinated investment in infrastructure, technology, training and the wider sports industry.
Accelerator and financing target local enterprises
A planned sports business accelerator will support Kenyan enterprises across several parts of the industry. These include sports technology, digital platforms, media production, event management, venue operations, apparel and equipment.
The programme will also target hospitality, travel, health and wellness businesses. It seeks to tackle entrepreneurs’ difficulties accessing finance, business development support and international markets.
Alongside the accelerator, the partners are developing a dedicated investment facility for small and medium-sized enterprises. They plan to work with development finance partners through a blended-finance model to help businesses expand.
The summit will also feature a Kenyan sports investment session, investor introductions and the Baobab Deal Room. There, local entrepreneurs will pitch their businesses to potential financiers.
Mbiakop said these connections would give African enterprises greater access to international capital and expertise. The wider roadmap extends beyond AFCON 2027 towards the 2030 FIFA World Cup, with enterprise and employment central to its goals.
