Tujiamini Is Not Just Sponsoring—It’s Building A National Movement

In the heart of Kenya, far from the spotlight of national stadia and away from the corridors of corporate boardrooms, something extraordinary is happening. A child kicks their first football on a freshly marked pitch in Wajir. A group of girls in Taita Taveta debut their self-written play in front of an audience for the first time. A young paraplegic innovator in Tharaka Nithi builds a custom wheelchair for competitive racing using 3D-printed parts.

These moments may not trend online, but they are part of a quiet revolution spreading across the country—powered by Tujiamini, a sports and talent empowerment initiative by Kenya’s leading gaming firm, SportPesa.

Not just funding — Fueling a movement

What started as a corporate social responsibility (CSR) campaign has rapidly evolved into something far more influential: a grassroots ecosystem builder. Tujiamini—which means “believe in yourself”—has become a clarion call for ambitious, talented, but often overlooked Kenyans to take that vital first step toward transforming their passion into purpose.

With over KSh 30 million worth of products and services awarded, Tujiamini isn’t offering handouts—it’s providing lifelines.

• Over 30,000 people inspired nationwide
• 1,000+ success stories documented
• Presence in all 47 counties
• 54 winners selected every month across 4 categories
• Zero-interest, non-repayable support for real impact

This isn’t sponsorship. This is systems-change.

Real lives, real impact: Faces of the movement

“Tujiamini is a good initiative because it addresses the needs of the people and will greatly help the sport grow in Kariobangi,” said Analo Anjere, the founder of Box Girls Kenya. “I didn’t know anyone would ever take my spoken-word poetry seriously—until I received my first microphone kit funded by Tujiamini.”

Each grant under Tujiamini is customized: some receive musical instruments, others get seed funding, training, or equipment. Every application is reviewed for impact potential, community value, and sustainability. This isn’t a lottery. It’s a carefully engineered pipeline of opportunity.

The structure: 4 categories, 1 vision

Tujiamini operates through four core verticals:

1. Sports: From football academies to para-athletics, enabling grassroots-level training and competition access.
2. Creative Arts: Empowering filmmakers, writers, designers, and performing artists with the tools to scale.
3. Social Enterprise: Supporting ventures with measurable social impact (e.g., clean water, youth employment).
4. Special Needs Talent: Funding projects led by or benefitting persons with disabilities.

Each month, a panel of evaluators reviews hundreds of applications submitted via tujiamini.co.ke/apply. Winners receive non-monetary support that’s often worth far more than cash: professional-grade cameras, access to national showcases, coaching certifications, and high-visibility media exposure.

Building a CSR blueprint for Africa

Tujiamini’s playbook is gaining regional interest. With traditional advertising channels restricted by law in the gaming and betting sectors, many companies have pulled back on community funding altogether. But the best betting firm in Kenya, SportPesa has doubled down—turning Tujiamini into a strategic CSR engine that balances impact, compliance, and visibility.

How to apply

Tujiamini’s application process is open to any Kenyan citizen with a viable idea or existing project in any of the four categories.

• Complete a short proposal with a budget
• Submit a 90-second video pitch (smartphone videos are accepted)
• No application fees or referral requirements

Apply now at tujiamini.co.ke/apply

Kenya’s CSR watchdogs have praised the model as one of the most transparent and locally grounded empowerment schemes. With monthly winners announced publicly and impact dashboards in the works, Tujiamini is setting a new accountability standard.