AFTV's Kenya
Tour 2025
Four sponsors host AFTV in Nairobi, Kenya for the first time. A 2,000-strong watch party for Liverpool v Arsenal, primetime national press, a Governor’s residence visit, and over 200 pieces of content that turned a creator trip into a cultural moment Kenyan Arsenal fans would never forget.
In May 2025, AFTV took its biggest voices, Robbie Lyle and Cecil Jee Thomas, on a 6-day tour of Kenya, anchored by a live Liverpool v Arsenal watch party in Nairobi. The campaign brought together four sponsors with very different objectives: Betika as headline betting partner, Kenya Airways as official airline, Steam Energy Drink as beverage partner, and Serena Hotels as accommodation partner. Each got bespoke content tailored to their brief, all under one unified tour identity.
Build a multi-sponsor tour that delivered against four separate sets of commercial deliverables, ran a flagship live event for thousands of fans on the ground, and produced enough content across 5 platforms to satisfy every brand’s individual KPIs — all in under a week of physical filming. The brief required precision sponsor placement, fan-first storytelling, and a content output volume that left no platform untouched.
The Activation
Four Sponsors. One Unified Tour.
Every sponsor got content built specifically against their brief. Betika owned the headline tour announcement, fan cams, and watch party livestream. Kenya Airways owned the travel narrative and Gatwick flight launch. Steam Energy showed up in the match preview and Matatu ride. Serena Hotels was woven through travel vlogs and the post-match player ratings. Where briefs overlapped, content was structured to give each brand clean, exclusive moments.
Beyond the contracted deliverables, the campaign delivered real-world earned coverage that no individual sponsor briefed: a 2,000-fan watch party that became the talk of Nairobi football media, mainstream press across NTV and Kiss 100.3 FM, and meetings with the Governor of Machakos and the President of the Kenya Football Federation. Every sponsor’s logo was in the room.
Headline Sponsor
Betika
Exclusive betting partner · Watch party anchor
Total Views: 7.95M
Engagements: 343K
Branded Posts: 121
Owned: Tour announcement video, Watch Party vlog & livestream, full Fan Cam set, 30+ social clips across 5 platforms. Direct headliner call-outs throughout the live event.
Official Airline Partner
Kenya Airways
Gatwick flight launch · Travel partner
Total Views: 3.03M
Engagements: 141K
Branded Posts: 59
Owned: 2 branded travel vlogs with Gatwick CTAs, IG Stories travel log, AFTV website banner, endorsement story by Robbie, ‘AFTV’ promo code for 15% off Gatwick flights.
Beverage Partner
Steam Energy
Kenafric · “Power Up, Game On” Hydration
Total Views: 400K
Engagements: 16.4K
Branded Posts: 14
Owned: Match Preview integration with product placement & co-branded shirts, Matatu Ride content, Robbie IG Reel collab, press conference branding, 5 VIP watch party tickets, Creator Workshop slots.
Accommodation Partner · $5,640 value
Accomodation Partner
Nairobi Serena Hotel · Premium hospitality
Total Views: 342K
Engagements: 24.6K
Branded Posts: 7
Owned: Travel vlog with hotel footage and verbal mention, sponsored Player Ratings video, social amplification across 5 platforms, banner branding at press brief and watch party.
The Numbers That Landed
Across the full campaign window, AFTV delivered 213 branded posts and 11.39M+ video views from a seven-day tour. Topline media value totaled £89,539.46 in Horizm-measured inventory, with Betika’s headline package alone returning £37,793 against a £20,000 commercial fee. Short-form drove scale across Facebook, Instagram, and TikTok. The watch party livestream drove the headline moment. Press and government activations drove the long-tail brand story.
11.39M+: Total Video Views
12.8M+ Total Impressions
538K+: Total Engagements
2,000+: Live Watch Party Attendees
213: Branded Posts
Content over-delivery: +148% over output plan (delivered 2.48× the contracted volume), +123% over projected views (delivered 2.23× the projected reach).
536K Views: Top Livestream (UCL semi-final watchalong on YouTube)
399K: Top TikTok (Betika-sponsored Isak cutdown)
20+: Workshop Attendees: Kenya’s biggest creators & influencers
Performance by Platform
Facebook: 38 posts · 100K engagements · 3.43M views
Instagram: 33 posts · 162K engagements · 3.21M views
TikTok: 29 posts · 202K engagements · 2.80M Views
YouTube: 72 posts · 1.73M Long-Form Views · 573K Shorts views
X (Twitter): 36 posts · 1.13M impressions · 294K views
Total Video Views Across Platforms: 11.39M+
1.4M+
Total Video Views
YouTube, Instagram, TikTok, Facebook, X
71.4K+
Total Engagements
Across all platforms
£5.68
CPM
£8K
investment
£0.11
Cost Per Engagement
Against £8K investment
3.6M+
Minutes Watched
YouTube watch time
95K
Top Single Post
Spurs Big Six, TikTok
YouTube
305K
Views
3.75%
Avg. Eng. Rate
Instagram
421K
Plays + Story Impr.
7.71%
Avg. Eng. Rate
TikTok
372K
Views
7.74%
Avg. Eng. Rate
Facebook
232K
Plays
2.52%
Avg. Eng. Rate X
218K
Impressions
0.95%
Avg. Eng. Rate
Real-World & Earned Activations
Liverpool v Arsenal Watch Party — 2,000+ fans at the watch party turned a content tour into a real cultural moment. Sponsors became part of a story Kenyan football fans will remember.
NTV Kenya — Featured YouTube interview with Robbie & Cecil
Kiss 100.3 FM — Live radio interview, mainstream daytime reach
Machakos White House — Meeting with H.E. Governor Wavinya Ndeti
Kenya Football Federation — Meeting with President Hussein Mohammed
Creator Workshop — 20+ of Kenya’s biggest influencers in attendance
why it worked
Most creator tours deliver content. This one delivered a national moment. By anchoring the trip around a flagship live event — a 2,000+ fan watch party in Nairobi during a Liverpool vs Arsenal match — and layering it with mainstream press appearances, government meetings, and an industry creator workshop, AFTV turned a sponsored fan tour into something with cultural weight. Each sponsor benefited from being attached to a moment that was bigger than any single brand integration. The content engine kept producing across five platforms for a full week, but the real value sat in the rooms AFTV walked into: NTV studios, Kiss 100.3 FM, the Machakos White House, the Kenya Football Federation. That’s the kind of footprint sponsors brief for and rarely actually get.
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