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Why Kenyan firms pour millions into sponsorships deals
Jazz lovers enjoying performance at Kenny G’s “One Night Only” concert held at the Kenyatta International Convention Centre in Nairobi on September 27, 2025.
What connects sponsorship deals in Kenya's live music scene right now is not the size of the cheque but the reasoning behind writing one.
Brands are pouring millions of shillings into concerts and festivals, yet none of them expects to recover that money directly at the gate — even when a show sells out well in advance.
