President William Ruto has found himself at the forefront of a global conversation. Only hours after the English football club Arsenal captured the Premier League, the Kenyan President invited the club to visit Kenya. The move came in the wake of celebrations by millions of fans worldwide after Arsenal’s historic win, including a large base of fanatics in Kenya.
Football in Kenya is more than a game. It is a phenomenon that brings together people of all ages, from all walks of life and all parts of the country. Whether in metropolitan cities or rural villages, supporters of Arsenal celebrated their club’s success with great enthusiasm. The President’s invitation is seen by many as a way of acknowledging the level of fandom in Kenya, but it also shows the country’s growing role on the global stage.
The invitation is not just a fix or a gimmick. It is a way in which, in a world that is increasingly linked, nodes such as Kenya have an opportunity to use global sports institutions with immense power to inspire, attract investment and build better relationships between nations and worlds. By inviting Arsenal, the world-renowned club, President Ruto is signalling that Kenya wants to be part of major conversations in the world.
Supporters on a variety of social media platforms reacted to the announcement and heralded it as an extraordinary chance to put Kenya’s warm hospitality and tourism and sporting attractions on display. Many supporters were excited over the idea of seeing Arsenal football players engaged with Kenyan communities, visiting local landmarks and playing with the dreams of local footballers expressing their hopes of a professional football career.
Kenyan football culture has been growing rapidly in recent years. European football leagues are widely followed all over Kenya and Arsenal remains one of the most if not the most followed clubs by Kenyan football fans. Games are played in restaurants, entertainment venues and public viewing areas where football fans gather en masse.
A visit by the Arsenal football team would bring considerable economic benefit. International sporting events attract wide media coverage that reaches a global audience and creates opportunities to promote tourism in the host country. Photos of Arsenal football players visiting Kenya’s major wildlife parks, historic landmarks and modern cities would potentially reach a global audience and help promote Kenya’s image as a leading tourist destination.
In addition to tourism, such an opportunity for a delegation to participate in sports diplomacy and collaborations will positively impact sports development. The exposure to football elites at such events could act as a catalyst for investment into the development of football in Kenya; partnerships could be formed, a youth training programme established or a coaching programme and/or other infrastructure. Youth and young athletes likely would be inspired by the opportunity to learn from and interact with world-class players.
President Ruto was aware of the potential such a sports diplomacy could hold. Sporting events and exchanges have historically been an important part of building international goodwill. Governments now recognise that sport offers opportunities to showcase a nation’s national identity, its sport, and even the people themselves far beyond the usual political and economic outreach.
Kenya already has a strong reputation as a sporting nation through its achievements in athletics. Kenyan athletes have dominated international competitions for years. Football in Kenya could further build the national reputation to embark on international engagements.
The call comes at a time when African football’s reputation is on the international scene. African players have become stars in major European leagues, while African supporters can be considered some of the most passionate supporters in the world. Arsenal’s call would elevate the importance of African fans and fans’ communities as well as recognise the impact these communities have on the world of football.
For a lot of people, this is seen as an expression of confidence and ambition. Rather than seeing Kenya as simply a developing country, this offers the opportunity to see Kenya as an up-and-coming place capable of hosting world-famous organisations. It is partly a sort of clickbait that adds to the positive narrative and image of Africa as the future of sports, business and lifestyle.
Regardless of whether Arsenal accepts the call or not, the conversation itself has already done its part. It brings attention to Kenya, celebrates passion for Kenyan football fans and shows that sport is a medium to bring and uplift people.
The debate rages on, but the truth is that football has once again united people everywhere. Ruto’s invitation has captured the imagination of fans, brought nations together for a time and made clear the determination of the Kenyan people to step confidently onto the 7world stage. In an age where you have to be seen well and be well-connected, the decision is sweeping Kenya into a story that is beyond football and beyond the square.