Kenya to Commercialize Naming Rights for Major Stadiums in Revenue Generation Move

The Ministry of Sports has announced plans to commercialize the naming rights of major sporting facilities in Kenya, including Kasarani Stadium, Nyayo Stadium, and the proposed Talanta Sports City.

This move is aimed at generating revenue to support the maintenance and development of sports infrastructure across the country.

Speaking during an inspection of construction works at Karatu Stadium in Gatundu South, Sports Cabinet Secretary Kipchumba Murkomen emphasized the need to derive value from the significant investment made in sports arenas.

He noted that selling naming rights to corporate investors could boost revenue and provide much-needed funds for the maintenance and enhancement of sporting facilities.

“We are very happy to offer naming rights. You don’t have to take over the whole stadium; you can have naming rights, and investors can also acquire advertising rights on screens or stadium sideboards. This will help generate revenue to further develop sports talent,” said Murkomen. He highlighted that changing a stadium’s name to a corporate brand would not detract from its historical significance, using Karatu Stadium as an example.

This is not the first time Kenya has explored selling stadium naming rights. In 2009, a deal with Coca-Cola to rebrand Nyayo National Stadium was terminated after public outcry. Similarly, past deals with companies like Britam and Safaricom have seen temporary renaming of stadiums such as Kasarani and the Indoor Arena, with Safaricom contributing Ksh 55 million in a three-year deal.

With upcoming renovations in preparation for major events like the 2027 Africa Cup of Nations, Murkomen expressed confidence that the value of naming rights for stadiums will increase. “The market will determine the value; we will conduct a valuation and open bidding for interested investors,” said Pius Metto, Director General of Sports Kenya.