What Kenya Airways' Ksh15M Deal With Kenya Rugby Union Means

Kenya Airways (KQ) on Saturday, May 24, announced a strategic partnership with the Kenya Rugby Union (KRU), becoming the official airline sponsor of the national 15s rugby team, the Kenya Simbas, during the 2025 Rugby World Cup qualification campaign.

The airline has committed an in-kind sponsorship valued at Ksh 15 million over 12 months, aimed at bolstering the Simbas' preparations and participation in upcoming international fixtures. The sponsorship underscores Kenya Airways’ continued investment in elevating African sports and championing local talent.

The partnership was formally unveiled during a signing ceremony held at the RFUEA Grounds along Ngong Road, ahead of the Simbas’ crucial warm-up match against the UAE national team. The fixture is considered vital to the team’s preparations for the forthcoming global qualifiers.

During the signing ceremony, Julius Thairu, Chief Customer and Commercial Officer of Kenya Airways, emphasised the airline's commitment to this partnership. He stated, "This collaboration is rooted in shared values of teamwork, tenacity, and transformation—the spirit that defines rugby and our journey as the Pride of Africa. This demonstrates our dedication to uplifting local talent and empowering African champions to rise."

Julius Thairu, Chief Customer and Commercial Officer of Kenya Airways (R) and Kenya Rugby Union Chairman Mr. Sasha Mutai (L) sign a new partnership agreement on May 24, 2025, making KQ the official airline partner of the Simbas 15 Men’s national team. /KENYA AIRWAYS

Expressing his enthusiasm, the Kenya Rugby Union Chairman, Sasha Mutai, stated, “We are excited to have Kenya Airways as the main sponsor of the Kenya 15s national rugby team, the Simbas. Their support will not only go a long way in helping make the Kenya Simbas a rugby power globally, but also contribute to our shared mission of raising the Kenya flag high.”

This partnership is a timely boost for the Simbas as they embark on their qualification journey. It also reinforces Kenya Airways’ role as a legacy sponsor in African sports, following a strong history of supporting national teams and youth development initiatives.

What This Partnership Means

This deal is a big play for both Kenya Airways and the Kenya Simbas. For Kenya Airways, it is more than a branding move. It is about aligning with national pride, athletic excellence, and continental ambition.

Rugby is growing fast in Africa, and being the airline flying Kenya’s top-tier athletes to international events helps KQ strengthen its image as "The Pride of Africa." The airline gets valuable visibility on the global stage as the Simbas push toward a Rugby World Cup spot.

It also signals a deeper corporate strategy of investing in high-impact, culturally relevant partnerships that build brand loyalty at home while showcasing African talent abroad.

On the other side, Kenya Rugby Union and the Simbas are gaining logistical and financial support when they need it most.

International travel for qualifying tournaments is expensive and complex, so having a national carrier cover transport needs is a major win. The Ksh 15 million in-kind support frees up funds for training, conditioning, and scouting. It also boosts morale—players now know the country’s flagship airline has their backs.

But beyond logistics, this partnership signals belief. Kenya Airways is betting on the Simbas to rise and compete with the best. It is a nod to how far Kenyan rugby has come and a statement of intent that it belongs on the world stage, not just in the Sevens circuit but in full 15s play.

In short, this is national ambition meeting corporate muscle, with African sports on the global rise.

Kenya Simbas in action against the UAE at the RFUEA Grounds along Ngong Road on May 24, 2025. /KENYA AIRWAYS