‎At least 5,000 football supporters are expected to travel to Kenya for the Bayern Munich versus Ajax friendly after the two European clubs requested that tickets be reserved for their fans.

‎Sports Principal Secretary Elijah Mwangi revealed on Wednesday that the clubs had asked organisers to set aside 5,000 tickets, which they intend to purchase for their supporters ahead of the January 5, 2027 match at the Raila Odinga International Stadium in Nairobi.

‎He said the arrangement would bring a significant number of international visitors into the country, providing an opportunity for Kenya to earn from tourism, hospitality and other businesses.

‎“The team have requested that we reserve for them at least 5,000 tickets, and they are going to buy them. These are reserved for their fans,” Mwangi said.

‎“This means, therefore, at least 5,000 people will be coming to Kenya, so that they can participate and follow up on these games. What does that mean? It translates to economic benefits, tourism, marketing and investment,” he added.

‎The match is expected to attract global attention because of the profile of the two clubs, whose combined social media following exceeds 300 million.

‎Mwangi said the government hoped to use the international exposure to market Kenya beyond football, encouraging supporters and other audiences to explore the country's tourism attractions, culture and investment opportunities.

‎He said the clubs' global reach offered Kenya an opportunity to showcase its destinations to millions of potential visitors.

‎The expected arrival of thousands of supporters could also provide business opportunities for hotels, restaurants, transport operators, tour companies and other players in the hospitality sector.

‎The PS said some of the visitors could develop an interest in returning to Kenya for holidays or other engagements after experiencing what the country has to offer during the match.

‎“Some of them may be interested to come on a particular day or later alone,” he said, pointing to the possibility of the event generating tourism beyond the match itself.

‎The government is also banking on the fixture to expose Kenyan footballers to international scouts and create opportunities for local talent to be recruited by clubs abroad.

‎Mwangi said the match would provide a platform for local players to demonstrate their abilities before representatives of two established European football institutions.

‎The fixture is part of Kenya's wider efforts to build momentum ahead of the 2027 Africa Cup of Nations, which the country will co-host with Uganda and Tanzania.

‎The government hopes the event will help demonstrate Kenya's readiness to host international competitions while promoting the country as a destination for sports tourism.

‎Mwangi said any surplus generated from the match would be directed towards supporting Afcon preparations.

‎The 5,000-ticket allocation is expected to be an important component of the event's international appeal, although the PS did not disclose the ticket prices, the travel arrangements for supporters or the specific markets from which they are expected to come.

‎The January fixture will be staged at the newly developed Raila Odinga International Stadium at Talanta Sports City, which is expected to be a key venue in Kenya's preparations for the continental tournament.