Sasa Krneta, the chairman of the Association of Gaming Operators in Kenya (AGOK), said that more gaming companies are willing to sponsor sports in the country if the government provides an enabling environment through favorable taxations.
While speaking during an annual event for players in the gaming industry, Krneta said the government should consider itself a partner in the industry considering then contribution it brings in terms of taxes.
“Our members in AGOK continue contributing immensely in development of sports through sponsorships and this has gone far in developing talent and creating employment for hundreds of young Kenyans,” said Sasa Krneta.
He said: “In 2024 alone, the gaming industry contributed over Ksh24 Billion in taxes, which accounts for a little over 1% of total national revenue. That’s a big number and it shows that our sector is not just about business, but about real impact. We directly employ around 10,000 people, and when you consider indirect jobs, suppliers, tech partners, agents’ investment in marketing and others, we estimate that over 500,000 Kenyans rely on this industry in one way or another.”
“On top of that, gaming companies invest heavily in sponsorships, and CSR, supporting sports, health, education, and local communities. We estimate that around 1 billion KES was invested into sponsorships and CSR projects in 2024, ” Krneta added.
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Krneta said that AGOK was guided by a clear vision: to be the best and most trusted gaming association in Africa, known for transparency, responsibility, and professionalism. He added that their mission was simple but powerful: to speak with one voice for the gaming industry in Kenya, to push for fair taxes and regulations, to address illegal gambling, and to promote responsible gaming. He emphasized that these were not just words, but reflected how they operated, how they engaged, and how they hoped to grow.
The Association of Gaming Operators – Kenya brings together the various private stakeholders in the betting, lotteries and gaming sector.
Speaking at the event Football Kenya Federation, Chief Executive Officer, Harold Ndege, said that the federation is opening its doors for players in the gaming industry to partner in sponsor activities in the industry to promote growth of the sport.
The FKF CEO, mentioned that the open door policy is aimed at bringing on board strategic partners to harness football’s potential in transforming lives, growing communities, and building businesses.
“We are celebrating the dynamic evolution of football in this new era of power. Football is no longer just a sport, it is an ecosystem of talent, innovation, and opportunity,” said Ndege.
Harold Ndege stated that as they continue to enhance the football experience, they are integrating experiential activations and innovations to bring fans closer to the game. He mentioned this includes expanding digital screens across stadiums, creating immersive fan zones, and using cutting-edge technology to engage audiences both in-stadium and online. He added that football is an emotion, and they aim to make every moment unforgettable for fans, players, and stakeholders alike.
Ndege said that at the heart of the federation’s transformation is a commitment to transparency, accountability, and professionalism.
“We are establishing strong governance structures to ensure football operations are efficient, ethical, and financially sustainable. Every partnership, investment, and decision within our federation is driven by a clear purpose, to grow the game with integrity and trust. We are creating a system where all stakeholders, from clubs to corporate sponsors, can operate with confidence, knowing that football in Kenya is built on fairness, excellence, and long-term sustainability.”
