Kenyan football struggles to convert popularity into commercial growth

Structural issues continue to hold back growth, including underdeveloped infrastructure, inconsistent broadcast coverage, governance gaps, and weak fan engagement outside headline games.

Betika Group head of branding Eric Mwiti says the problem is not lack of interest, but failure to convert it into sustained engagement and commercial value.

"The biggest weakness is fan experience. We need full stadiums, proper broadcast coverage and clubs with strong identities. That is what attracts sponsors," said Mwiti.

Betika sponsors AFC Leopards, Kenya Police FC, GFE 105, grassroots tournaments, and community sports programmes, aiming to support both elite and developmental football.

Clubs reflect these challenges: AFC Leopards has a large fan base but inconsistent match attendance, while Kenya Police FC has structure but fluctuating visibility depending on fixtures.

Crowds peak mainly during the Mashemeji derby and select Shabana matches, while many other fixtures draw low attendance, limiting league-wide commercial appeal.

Infrastructure remains a major constraint, with many stadiums and pitches needing rehabilitation, including poor drainage, uneven surfaces, and inadequate facilities that affect match quality and spectator experience.