Why proposed Nacada policy is a threat to Kenyan sports ecosystem

Many sports are bound to suffer if the 2025 National Authority for the Campaign Against Alcohol and Drug Abuse (Nacada) policy is implemented.

Part of the sweeping proposed rules unveiled on July 30, 2025, by Interior Cabinet Secretary Kipchumba Murkomen and Nacada is banning a manufacturer, importer, distributor, wholesaler, retailer, or any related agent of alcoholic drinks from naming or branding a sports team by the name of an alcoholic drink’s product as well as not sponsoring or branding a sports league, tournament, or a national team.

Nacada aims to use the measures to curb the rising drug and alcohol abuse among youth in the country.

But from SportPesa Premier League side Tusker to National Olympic Committee of Kenya (NOC-K), Kenya Open golf tournament and other tournaments sponsored by alcoholic companies, the casualties will be many.

Tusker, who have won the Kenyan Premier League 13 times, are sponsored by East African Breweries PLC (EABL) and are using their flagship beer as the team name. Tusker, formed in 1969, was initially known as Kenya Breweries before adopting the current name in 1999.

For NOC-K, they have enjoyed EABL’s sponsorship in all Olympic Games since the 2012 edition in London. Kenya's sprint king Ferdinand Omanyala also received support from Kenya Breweries Limited (KBL) ahead of the 2024 Paris Olympics. 

In rugby, KBL has been a long-time sponsor for national 15s rugby team, Kenya Simbas, as well as Kenya Cup, National Sevens Circuit and Safari Sevens tournament. 

Equally, Kenya Open, which has been using the golf tournament to market the country, is the other biggest beneficiary of sponsorships from the leading alcoholic and non-alcoholic beverage manufacturers in the region.

Last year, they also sponsored three of the Kenyan pros in the tournament, namely Dismas Indiza, Samuel Njoroge, and Daniel Nduva.

But all these partnerships will come to an end once the new Nacada policy is implemented, with media houses and influencers also hit hard by its implementation.  

“A manufacturer, importer, distributor, wholesaler, retailer or any related agent of alcoholic drinks shall not name or brand a sports team by the name of an alcoholic drink’s product, sponsor or brand a sports league, tournament or a national team,” read part of the policy.

“There shall be no promotion or advertisement of any alcoholic drink or substance by way of implying that it is acceptable or fashionable to consume alcohol and substances before, during, or after playing sports, driving, operating machinery, or other activities that require concentration to be carried out safely.

“There shall be no use of entertainment, sports personalities, media personalities and models, social media influencers or celebrities in endorsing, promoting and advertising alcoholic drinks, drugs and substances.”

But NOC-K president Shadrack Maluki, who also serves as Kenya Judo Federation president, feels the new policy will do more harm to an already struggling Kenyan sports industry that sees federations and teams toil to raise funds to run their operations.

“I’m saddened by such a policy, and if implemented, it’s going to affect the sporting industry very much because we have been depending on EABL to support our teams to the Olympics for a very long period. Good policies need to be progressive and not retrogressive. As NOC-K, I can see ourselves going back to the dark days, EABL are just playing a Corporate Social Responsibility role,” said Maluki.

“We can fight the alcohol abuse by educating and interacting with youth, and I think abuse is not tailored to sports. We have seen Heineken sponsoring big leagues in Europe, what relevance were they looking at when making such policies?”

However, former Harambee Stars and Gor Mahia midfielder Sammy Owino 'Kempes’ supports the policy, terming alcohol destructive not only to youth but also to athletes.

“I see where they are coming from, reason is alcohol is a drug and very destructive. Sports and athletes appeal to young people, and influencing them looks good, but where does it end? As a person who has seen it being destructive, I’m inclined to support it from that perspective. I appreciate we are making an effort to fight things that pollute our young people," said Owino.

“As the sports industry, yes, we will not have that money, that’s bad. But from my perspective, what do we value, money or our children? At what point do we get there? Because sports stars appeal to youth, and at what point will we decide to put the value of our children? I strongly believe alcoholic companies influence our youth through advertisement.”