Kenya’s sports sector is set for a major shake-up after President William Ruto announced the formation of a technical committee that will streamline operations and unlock opportunities for athletes nationwide.

The new team, which will comprise representatives from the government, the Football Kenya Federation (FKF), and the private sector, is tasked with driving collaboration and investment in sports. In a post on X on Wednesday, September 4, 2025, the State House of Kenya quoted the President saying the committee will act as a bridge between the government and investors, ensuring that Kenya’s talent is fully nurtured and supported.

“A technical committee has been established to coordinate the collaboration needed to support sports in the country,” President Ruto said.

He explained that the committee will oversee critical areas such as sponsoring sportsmen and women in various events, branding leagues, and managing advertising rights. The ultimate goal, he noted, is to ensure that Kenya’s sports are run professionally and sustainably, while giving athletes the support they need to excel on the global stage.

He stressed that private sector participation would be critical in this transformation, but it had to be based on mutual benefit.

“We must make it win-win. If it is not win-win, it is not sustainable,” Ruto said, noting that companies will only invest in sports where clear value is demonstrated.

The President also took the opportunity to reflect on recent challenges that have slowed progress in sports. He pointed out that for years, the private sector had retreated due to mismanagement and lack of accountability. In 2022, FKF was suspended from international football while funds meant for sports were being diverted elsewhere.

“These challenges have been addressed. Since 2022, the Sports Fund has been dedicated solely to sports development,” Ruto said, adding that the country has “turned a corner” and is now back on track.

The Head of State further noted that Kenya’s commitment to investing in sports is evident in the deliberate push to develop modern stadia, establish grassroots sports academies, and organise tournaments from the bottom up. He highlighted the successful bids to host the 2024 African Nations Championship (CHAN) and the 2027 Africa Cup of Nations (AFCON) as part of efforts to put Kenyan talent on the continental and global stage.

“I don’t think resources are the problem, both in the government and the private sector. The issue has always been leadership and planning. We must now focus on getting it right,” the president remarked

President Ruto concluded by calling for bold leadership and a clear plan, urging the new technical committee to work fast in unlocking Kenya’s sporting potential.

“This committee will help streamline the sports sector and encourage the private sector to fully participate,” he said.

Deputy President Kithure Kindiki added that the future of sports in Kenya is bright, while Sports Cabinet Secretary Salim Mvurya affirmed that the government is committed to fostering relations with the private sector to bring up sports.

With the government promising reforms and the private sector expected to return to the table, Kenya’s sports fraternity is now looking at a future where athletes will finally get the structures and support they deserve.