KENYA Law and Practice Contributed by: John M. Ohaga, SC and Joy Wanyika, TripleOKLaw Advocates
Grassroots and School-Based Initiatives County sports associations, in partnership with the ministry responsible for sports and education institu - tions, run girls’ sports programmes at the grassroots level. These include inter-school athletics, football and basketball competitions designed to increase partici - pation rates from a young age and feed talent into club and national structures. Corporate and NGO-Supported Programmes Various private and NGO-led initiatives support wom - en’s sport development. For example, corporate- sponsored clinics and empowerment programmes offer training, equipment and mentorship to female athletes. These programmes promote confidence, leadership and community engagement through sport. 9. Esports 9.1 Development and Growth of Esports E-sports and virtual sports are emerging sectors that have grown steadily over the past decade, driven largely by youth demographics, increased internet penetration and mobile technology adoption. While esports are not yet regulated under a dedicated statu - tory framework, they operate within existing sports governance, ICT and gambling laws. Competitive esports activity is coordinated in part by the Esports Kenya Federation, which promotes organised gaming competitions and talent develop - ment. Popular titles in Kenya include EA Sports FC (formerly FIFA), Pro Evolution Soccer, PUBG Mobile and Call of Duty. University tournaments, community gaming hubs and privately organised leagues have expanded participation, particularly in urban centres such as Nairobi and Mombasa. 9.2 Key Trends and Notable Deals in Esports Expansion of Mobile and Online Tournaments Kenya has seen a marked increase in organised mobile esports tournaments, driven by widespread smartphone use and affordable data. Titles such as EA Sports FC (FIFA), PUBG Mobile, Call of Duty: Mobile, and Free Fire have featured prominently in both grass - roots and city-wide competitions. These events are often hosted by gaming communities, universities and
private promoters, with live streaming on platforms such as YouTube and TikTok. The rise of mobile gam - ing reflects broader regional trends where access is more feasible than high-end PC/console setups. Growth of Virtual Sports via Betting Operators Virtual sports (computer-simulated sporting events offered by licensed betting companies) have grown rapidly in Kenya. Betting platforms integrated into sports betting apps offer continuous virtual matches and races, appealing to younger, data-driven punters. This trend is significant because it links gaming to the mature betting market, generating daily engagement beyond traditional sports fixtures. Increased Telecom and Tech Sponsorship Activation Telecommunications companies (notably some major telcos) have engaged in sponsorship or promotional support for gaming events, recognising esports as a channel to reach youth segments. While deals are often smaller than traditional sports sponsorships, there is an emerging pattern of telecom brands pro - viding data bundles, prizes or platform support tied to esports championships. Streaming and Creator Monetisation Kenyan gamers and esports personalities are increas - ingly monetising live streams and gaming content via digital platforms like YouTube and Facebook Gaming. This reflects a broader trend where individual creators build followings that attract advertising, sponsored content and brand partnerships. NFTs have introduced a new way to capture and mon - etise intellectual property. There is a growing com - munity of NFT artists and collectors, and NFTs are now becoming popular with investors in Kenya. 6% of Kenya’s millionaires now own an NFT, while 13% have invested in a cryptocurrency. In April 2021, world marathon record holder Eliud Kip - choge sold two highlight videos of his record-breaking runs held in September 2018 in Berlin and May 2019 10. NFTs, AI and the Metaverse 10.1 Non-Fungible Tokens (NFTs)
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