KENYA Law and Practice Contributed by: John M. Ohaga, SC and Joy Wanyika, TripleOKLaw Advocates
years have seen improved broadcast visibility, includ - ing selected league and national team matches shown on local television platforms. While attendance figures for domestic women’s league matches remain modest compared to men’s football, international fixtures have drawn stronger crowds, particularly during continental qualifiers. In rugby, the women’s Sevens programme under the Kenya Rugby Union has gained regional and interna - tional competitiveness. Women’s rugby has benefited from structured development pathways and inclusion in international circuits, increasing visibility and com - mercial appeal. Sponsorship packages increasingly cover both men’s and women’s programmes, reflect - ing a broader inclusion strategy rather than isolated women-only deals. Athletics remains Kenya’s strongest women’s sport commercially and competitively. Kenyan female ath - letes regularly win major international marathons and track events, attracting individual endorsement deals and global media attention. Major road races in Ken - ya now feature equal or near-equal prize structures for men and women in elite categories, aligning with international standards. Broadcast exposure for major marathons and championship events has increased, although media rights are typically bundled rather than sold separately by gender. Recent trends include the gradual “unbundling” of rights within football and rugby sponsorship pack - ages, where commercial partners demand dedicated visibility for women’s competitions rather than auto - matic bundling with men’s rights. Grassroots and school-based competitions for girls have expanded, supported by government funding through the Sports, Arts and Social Development Fund and corporate CSR initiatives. In terms of statistics, while domestic attendance and broadcast revenues for women’s leagues remain below those of men’s competitions, participation numbers at the youth level have risen steadily, and national team matches in football and rugby have recorded growing digital viewership. Sponsorship activity has shifted from symbolic support to more structured commercial arrangements, particularly in
football and athletics, where leading female athletes command individual endorsement agreements. 8.2 Organisations and Initiatives to Promote Women’s Sport Football Kenya Federation – Women’s Football Programmes The Football Kenya Federation runs structured wom - en’s football leagues, including the Women’s Premier League and lower-tier competitions, and administers national teams such as the Harambee Starlets. FKF has increasingly focused on expanding female par - ticipation, improving coaching standards for women’s teams, and securing sponsorship for the women’s game. FKF’s development programmes work with schools and local clubs to build a pipeline of young female talent. Kenya Rugby Union – Women’s Rugby Development The Kenya Rugby Union has invested in women’s rugby, particularly the sevens programme, which has gained regional prominence. KRU conducts women’s competitions at national and regional levels and sup - ports pathways for players into international sevens and fifteens competitions. Its programmes include grassroots clinics and talent identification events aimed at encouraging girls’ participation. Athletics Kenya – Women’s Athletics Support While Athletics Kenya governs elite athletics across genders, there has been deliberate emphasis on sup - porting female athletes, especially in middle- and long- distance running. Initiatives include targeted training camps, support for women competing in international marathons, and coach development programmes to improve opportunities for women in coaching and technical roles. Kenya Women in Sports (KWIS) Kenya Women in Sports is a non-profit advocacy group focused on promoting gender equity in sport. KWIS works on mentorship programmes, policy advo - cacy, and awareness campaigns to increase female representation in sports administration, coaching and officiating. It also highlights gender-based barriers in sport and works with stakeholders to create more inclusive opportunities.
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