In African football, grand promises have become part of the script. Just before major tournaments, we often hear familiar refrains — pledges of cash, cars, and land for players who deliver results. It stirs emotions, galvanizes national pride, and momentarily lifts the players’ spirits.
Kenya is now perpetuating this tradition. Ahead of the 2025 CHAN tournament, President William Ruto has promised up to KES 600 million should the Harambee Stars win. Not to be left behind, politician Mike Sonko pledged an additional KES 400 million, taking the total promised reward to a staggering 1 billion shillings.
It’s a powerful gesture. The intention is clear — to inspire belief, motivate players, and demonstrate state and political support. But such pledges also expose a troubling gap in how we think about football development on the continent: Why must we wait for victory to unlock funding? Where is this level of commitment when it’s most needed — at the grassroots?
While our top national players are promised billions for results, grassroots clubs across Kenya — and much of Africa — are struggling to stay alive. Young talents lack access to decent pitches, boots, or transport to games. Coaches go unpaid. Referees are undertrained. Youth tournaments are delayed or canceled due to lack of support. Even the local leagues suffer from chronic underfunding.
This is the heart of the contradiction. On the one hand, we make emotional pledges when the cameras are rolling. On the other, the everyday systems that produce talent and sustain the game remain neglected. We reward the outcome, but not the process. We celebrate the final whistle, but forget everything that comes before it.
The players, of course, deserve to be rewarded. But what they need even more is predictability, structure, and dignity. Incentives should not be mysterious windfalls announced in press conferences. They should be part of a clear, written policy that every player understands well before the tournament begins. Rewards should reflect not just goals scored or trophies lifted, but commitment shown — across the team, technical staff, and support crew.
In more mature football ecosystems, bonuses are agreed upon months in advance, negotiated with player unions, and applied consistently across tournaments. There are no surprises — and no political pageantry. Just professionalism.
We do not need to mimic Europe, but we can adopt what works. We can build a system that reflects our own realities while maintaining fairness, transparency, and foresight.
It’s time for federations in Africa to adopt annual incentive policies, published publicly and agreed with players. It’s time for governments to invest in systems before success, not just throw money at results. It’s time for CAF to introduce continental guidelines that help national associations develop consistent, sustainable player reward models.
Because 1 billion shillings, promised in a moment, can disappear just as quickly. But a well-governed incentive structure, backed by development funding and institutional support, can change the game for years to come.
Africa will not win by rewarding heroes after the fact. We win by nurturing them. By investing in their journeys, respecting their craft, and valuing every part of the football ecosystem — not just the part that shows up on TV.
Let’s move beyond the bonus. Let’s build a football culture worthy of its potential.
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