OPINION: Kenyan football clubs must think strategically to realize sustainability

AFC Leopards’ recent move to roll out the Ingwe Support Initiative under the leadership of chairman Boniface Ambani is not a silver bullet, but it is a signal that at least one of Kenya’s biggest community clubs is attempting to steady the ship by rethinking how it relates to its most valuable asset: the fans.

For years, Ingwe, like many Kenyan Premier League clubs, has relied heavily on goodwill, history, and emotional attachment. Thus, the Support Initiative, modest as it may appear, reflects a shift from survival thinking to early-stage commercial thinking since it recognizes that fans are not just spectators but stakeholders who, if properly engaged, can help drive sustainability.

Importantly, AFC Leopards are not alone. Clubs such as Gor Mahia, Shabana FC, Murang’a Seal, and Kakamega Homeboyz are doing something. Match day atmospheres are improving, fan mobilization has increased, and community identity remains strong.

Shabana’s return to the top flight reignited passion in Gusii; Murang’a Seal have built a competitive on-field product; Homeboyz continue to brand themselves creatively, while Gor Mahia’s fan base remains arguably the largest in the country.

Yet, this is where the uncomfortable truth lies: doing something is not the same as doing enough.

Compared to continental neighbors like Tanzania’s Simba and Young Africans, Kenyan clubs are still scratching the surface. Simba and Yanga did not grow into continental powerhouses by passion alone.

They packaged football as a product. Membership schemes, aggressive merchandise sales, structured sponsorship packages, digital engagement, and improved match day experiences turned their massive fan bases into predictable revenue streams.

In Kenya, the fan numbers exist. The systems do not.

Most clubs still approach sponsors with a “help us” posture instead of a value proposition. Sponsorship packages remain shallow, visibility is inconsistent, and data on fan reach is scarce. Without data, there is no business case. Without professionalism and accountability, trust erodes. Without stability, serious brands stay away.

The path forward is not mysterious. Long-term membership programs, authentic merchandise, improved stadium experiences, better ticket value, and transparent governance are achievable steps. Initiatives like AFC Leopards’ fan drive should be seen as starting points, not finish lines.

Kenyan clubs and football are evolving. That deserves credit. But to reach continental heights, movement must turn into momentum. Passion built our clubs. Commercial thinking will sustain them.