Sport and gender parity: A look at investor-confidence and women's football in Kenya

A last gasp, cool penalty taken by Gentrix Shikangwa was all the Kenyan women's national football team, the Harambee Starlets, needed to edge out the much fancied side of the Black Queens of Ghana to proceed to the fourth round of the Tokyo 2020 Olympic qualifiers in a 120 minute return leg fixture that was staged at the Moi International Sports Centre, Kasarani in Nairobi on 8 October 2019.

As they prepare to face Shepolopolo of Zambia, the Starlets’ newly assembled and largely inexperienced squad has already outdone themselves at a time when investor-confidence in Kenyan football is at an all-time low due to lack of a conducive business environment for potential sponsors. This is something that threatens to short-change the benefits the country is receiving as a beneficiary of FIFA’s pilot project on women’s football, which in itself will form building blocks for Football Kenya Federation's contribution to the FIFA Global strategy for women's football.

How have the Starlets overcome low investor confidence?

The Starlets's rarely get financial rewards from Football Kenya Federation and recognition for their achievements despite qualifying for the Africa Women's Cup of Nations 2016 and performing better than their male counterparts, a reason why a number of first-team squad members were axed for demanding allowances dating back to the 2017 Council of Southern Africa Football Associations Women's Championships that was hosted by Zimbabwe, in which Kenya reached the semi-finals.

What does it mean to be a beneficiary of the FIFA pilot projects?

As a beneficiary of the pilot project, the first phase constituted of capacity building of players and coaches in technical development. Improved coaching, refereeing and leadership skills will also see new female tournaments introduced to increase female participation in football.