Kenya plans to leverage on the African Continental Free Trade Area (AfCFTA) trading bloc to expand its sports industry, a senior government official said on Friday, October 11, Xinhua reports.

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Kipchumba Murkomen, told journalists in Nairobi that Kenya is globally renowned for its athletic prowess, and can unlock even more opportunities through liberalization of trade.

"By reducing trade barriers, we can encourage cross-border collaboration, creating more platforms for Kenyan athletes, sports organizations, and even fans to engage with their counterparts across Africa," Murkomen said during a media briefing on the upcoming Kenya Innovation Week 2024 Africa edition and AfCFTA youth symposium.

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Murkomen added that the AfCFTA will also provide new avenues for sponsorship, talent development, and expanding the reach of sports as a unifying force in Africa.

He added that Kenya can position itself as a regional sports hub by hosting tournaments that attract sports professionals from the continent.