Gaming industry calls for fair taxes to boost sports sponsorships

More gaming companies are willing to sponsor sports in Kenya if the government creates a supportive environment with sustainable taxes and a level playing field, according to Sasa Krneta, chairman of the Association of Gaming Operators in Kenya (AGOK).

Speaking at an annual event for stakeholders in the gaming industry, Krneta urged the government to view the sector as a key partner, given its significant contributions to tax revenue.

“Our members in AGOK continue contributing immensely to the development of sports through sponsorships, and this has played a major role in nurturing talent and creating employment for hundreds of young Kenyans,” Krneta said.

Krneta highlighted the gaming industry's substantial economic footprint, emphasizing its role in job creation, tax contributions, and corporate social responsibility (CSR) initiatives.

“In 2024 alone, the gaming industry contributed over Ksh 24 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," he stated.

He further noted that the industry directly employs around 10,000 people, while an estimated 500,000 Kenyans benefit indirectly through jobs in supply chains, technology, marketing, and agency operations.

“On top of that, gaming companies invest heavily in sponsorships and CSR, supporting sports, health, education, and local communities. We estimate that around Ksh 1 billion was invested into sponsorships and CSR projects in 2024,” he added.

Krneta reaffirmed AGOK’s commitment to fostering a responsible and professional gaming sector.

“We are guided by a clear vision: To be the best and most trusted gaming association in Africa, known for transparency, responsibility, and professionalism. Our mission is simple but powerful: To speak as one voice for the gaming industry in Kenya, push for fair taxation and regulations, address illegal gambling, and promote responsible gaming. These aren’t just words; they reflect how we operate, how we engage, and how we hope to grow.”

Football Kenya Federation (FKF) Chief Executive Officer Harold Ndege, who was also present at the event, said the federation is open to partnerships with gaming companies to drive the growth of football in Kenya.

“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,” Ndege said.

Ndege emphasized that modern football is more than just a sport; it is a thriving industry that relies on innovation and investment.

“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,” he noted.

To enhance the fan experience, FKF is integrating cutting-edge innovations, including expanding digital screens in stadiums, creating immersive fan zones, and using technology to engage audiences both in-person and online.

“Football is an emotion, and we want to make every moment unforgettable for fans, players, and stakeholders alike,” Ndege added.

At the core of FKF’s transformation strategy, Ndege stressed, is a strong commitment to governance, 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," he stated.

Ndege assured that FKF is working to create a system where clubs and corporate sponsors can operate with confidence, knowing that football in Kenya is built on fairness, excellence, and long-term sustainability.

With the gaming industry eager to expand its role in sports sponsorships, the conversation now shifts to whether the government will respond with favorable policies that allow the sector to thrive while benefiting the sporting landscape in Kenya.