Sigona Golf Club’s Mohit Mediratta will headline the second leg of the PGK Equator Tour at Thika Sports Club from Thursday, May 21 to Sunday, May 24, after winning the opening leg in April at Vet Lab Sports Club, according to a statement issued in Nairobi on May 20, 2026.

Mediratta, who is backed by Safaricom, said he expects increased pressure at Thika’s par-72 course as other players target the top positions in the tour’s second edition, which runs from April 2026 to February 2027.

The tour stop in Thika is expected to attract more than 50 professional golfers competing for overall honours and the corporate category title, the statement said. Safaricom-backed players Mutahi Kibugu, Samuel Njoroge and Matthew Wahome are among those listed as contenders seeking to challenge Mediratta’s position on the leaderboard.

The tournament matters to Kenya’s sports and events economy because it provides competitive platforms that can help develop professional golf talent and sustain corporate sponsorship in local sport. The organisers say the PGK Equator Tour is part of the pathway to international competition and also serves as a pre-qualifier for Kenyan professional golfers seeking to play at the Magical Kenya Open.

In the statement, Mediratta linked his approach to the second leg to maintaining form after the first event, where he was the overall winner. “I am keen to continue with the strong performance as we head to the second leg of the PGK Tour this week. The pressure is there, but I am looking forward to the challenge. As part of the corporate team supported by Safaricom, I am hopeful that we will retain the top corporate title,” he said.

Safaricom’s continued sponsorship of golfers and related events places the listed telecommunications firm among corporates supporting Kenyan sport as part of broader brand and community engagement strategies. In an “About Safaricom” section included with the release, the company said it has more than 71.6 million customers across Kenya and Ethiopia and estimated its total economic value at KES 1.1 trillion (US$8.5 billion) for the 12 months through March 2025. The company also reported annual revenues of KES 400 billion as at March 2026.

Safaricom further said its M-PESA business generated KES 182.7 billion in revenue as at FY26 and that mobile money has contributed to financial inclusion in Kenya rising to 84.8% of the adult population in 2024 from 26.7% in 2006. Business News Kenya could not independently verify the figures; they were presented in the company’s statement.

For the local golf calendar, the tour’s schedule through February 2027 provides a multi-stop competitive series that can influence player rankings and visibility, while also strengthening host venues’ ability to attract spectators, sponsors and hospitality spending. The release said the PGK Equator Tour also plays “a key role on the road” to qualification for the 2028 Olympic Games in Los Angeles, underscoring the strategic importance of consistent domestic competition for Kenyan professionals.

The second edition of the tour began in April 2026 and is set to conclude with a grand finale in February 2027, the statement said. The Thika leg is the next test for leading players as they pursue points, prize placements and corporate category honours in the months ahead.

Safaricom Plc said its M-PESA Kadogo initiative—under which selected low-value transfers and payments are free—processed 17.1 billion zero-rated transactions in the 2025/2026 financial year, representing 58% of all activity on the mobile money platform. The company disclosed the figures following the announcement of its 2025/2026 financial results on May 7.

Under M-PESA Kadogo, person-to-person transfers of KES 100 and below and merchant payments of KES 200 and below are zero-rated, Safaricom said. The free transactions also include cash deposits at M-PESA agent outlets and airtime purchases through M-PESA, according to the company’s statement.

The latest disclosure provides a window into how Kenya’s biggest payments rail is increasingly being used for small, frequent transactions—an area that influences merchant acceptance, customer stickiness and the broader pace of digitising day-to-day commerce.

Safaricom said the decision to remove certain charges was initially made in the wake of the COVID-19 period, when charges on bank-to-M-PESA and transfers below KES 1,000 had been removed. “For the company, the effect of the removal of charges was a tripling in the number of transactions between 2020 and 2026,” Safaricom said.

Overall, Safaricom reported that M-PESA processed 46.4 billion transactions worth KES 41.7 trillion in the last financial year. The company said the volume and value of transactions underscore M-PESA’s central role in Kenya’s digital economy.

“With M-PESA Kadogo, our purpose is to make digital payments affordable for small-scale daily purchases and deepen financial inclusion. The removal of transaction fees has reduced friction and accelerated the usage of M-PESA across the country,” said Peter Ndegwa, Safaricom CEO.

Safaricom said mobile financial services revenue rose 13.4% to KES 182.7 billion, attributing the performance to “strong double-digit growth across consumer payments, business payments and global payments.” Consumer payments were the largest contributor at KES 74.5 billion, followed by business payments at KES 56.7 billion, according to the company.

The company also highlighted growth in Pochi la Biashara, a product it positions for small traders and informal businesses. Safaricom said the customer base increased from 600,000 users in the 2024 financial year to 1.1 million the following year, before doubling to 2.2 million in the last financial year. Revenue from the product rose from KES 800 million in 2024 to KES 2.2 billion the following year, reaching KES 4 billion in the last financial year, Safaricom reported. The company added that Pochi la Biashara customers can invest overnight balances in Ziidi MMF.

For Kenya’s payments market, the scale of zero-rated micro-transactions points to intensifying competition around affordability and everyday merchant payments, particularly for low-income users and micro and small enterprises. The growth in Pochi la Biashara, alongside the continued expansion of Lipa na M-PESA usage at lower ticket sizes, also signals rising demand for tools that separate personal and business funds and provide basic value-added services such as short-term investment.

Looking ahead, Safaricom’s disclosures suggest that transaction volumes may continue shifting toward higher-frequency, lower-value payments as pricing and product design push for deeper usage in daily commerce. The company is expected to provide further detail on M-PESA’s segment performance and product roll-outs in subsequent investor updates tied to the 2025/2026 results.

Safaricom, through its foundations, has launched “Capture the Good”, a national photography and videography challenge that will invite creators to document community projects in education, health, economic empowerment and environmental conservation, the company said on May 12, 2026 in Nairobi.

According to the press release, entries are open at https://capturethegood.safaricom.co.ke/ until May 30, 2026. Participants will select from 250 projects, visit project sites and produce visual stories showing the projects’ impact. The initiative is being run in partnership with the Photographers Association of Kenya (PAK) and the Photojournalists Association of Kenya (PJAK), with Vivo named as the mobile photography partner.

The programme outlines a multi-stage judging process. Safaricom said submitted work will be reviewed by a judging panel, which will select 90 regional winners for a masterclass. After refinement and resubmission, a second judging round will produce 18 national winners whose work will appear on the Capture the Good website.

Safaricom Group Chief Executive Officer Peter Ndegwa said the company was seeking to use creators’ perspectives to document community change. “We live in a visual world, often enhanced by a photo or a video, building believability, relatability and connections, while allowing the rest of society to live through these stories. These platforms enable us to share stories of transformation, while humanizing the spaces where we serve our communities. We rea now looking to see these stories of impact through their lens,” Ndegwa said.

Safaricom said the challenge will also include public voting. It stated that three winners in each category will be awarded photographer and videographer of the year prizes, with cash awards of KES 1 million for first place, KES 750,000 for second place and KES 500,000 for third place. The press release added that total rewards will amount to KES 20.4 million, including cash prizes, airtime, vouchers and merchandise, alongside data offers intended to support submissions.

The competition is scheduled to run until August 14, 2026, when Safaricom said it plans to crown winners and stage an exhibition of selected works.

The launch also included an education infrastructure announcement. Safaricom said the M-PESA Foundation broke ground for an ICT laboratory at Kisumu Boys’ High School valued at KES 12.5 million, which it said would support learning and innovation for more than 1,800 learners.

For Kenya’s creative economy, the challenge is likely to intensify competition around documentary-style content tied to development programmes and corporate social investment, while strengthening links between creators and institutional funders. The involvement of PAK and PJAK also suggests an emphasis on technical standards and journalistic approaches as creators seek to translate field visits into publishable photo and video narratives.

Next milestones include the May 30, 2026 submission deadline, the regional shortlisting and masterclasses, followed by final judging and public voting ahead of the planned August 14, 2026 awards and exhibition, according to Safaricom.

Safaricom PLC (NSE: SCOM) has launched Season 5 of its Chapa Dimba youth football tournament in Kisumu, rolling out new pathways that include international competition exposure, tertiary scholarships and expanded technology-enabled scouting for grassroots players.

The company said the fifth season, launched at Jomo Kenyatta Stadium in Mamboleo, Kisumu, will feature an All-Star team of 32 players selected from the tournament to represent Kenya at the Gothia Cup in Sweden. Safaricom described the Gothia Cup as the world’s largest youth football tournament and said the move replaces the international bootcamps used in previous editions.

The tournament will also provide tertiary scholarships to 150 outstanding players through the Safaricom Citizens of the Future programme, according to the press release.

Safaricom said it has adjusted the tournament’s eligibility age bracket to 15–18 years from 16–20 years in previous seasons, stating that the change is intended to support earlier talent identification and placement into professional football structures in Kenya and abroad.

“We are intentionally building pathways that combine sports, education, and technology to empower the next generation. Our goal is not just to develop footballers, but to nurture well-rounded young people who can positively transform their communities and the country,” said Peter Ndegwa, Group CEO, Safaricom PLC.

On player assessment, Safaricom said it will expand the use of technology for scouting and performance analysis. After introducing AI-powered GPS vests in the previous season, the company said it will now deploy VeO Cameras and MyScout AI devices beginning at county level. Safaricom said the tools will enable data-driven scouting by tracking metrics such as movement, positioning, intensity and sprint performance, and will support the creation of digital player profiles accessible to clubs and scouts.

“This season, we are taking technology deeper into grassroots football because we believe no talent should go unnoticed. Through data and digital player profiling, we are creating more structured pathways for young players to access opportunities locally and globally,” Ndegwa said.

Safaricom said Season 5 will be held across eight regions and organised in five stages: ward level, county level, inter-county level, regional level and national finals. Registration is open for both boys’ and girls’ teams via the Chapa Dimba website, the company said.

National winners in both boys’ and girls’ categories will each receive KES 1 million, Safaricom said, adding that county and regional prizes and individual awards—including Most Valuable Player, Top Scorer and Best Goalkeeper—will also be issued.

The tournament is run in partnership with the Football Kenya Federation (FKF), Safaricom said in its notes to editors. The company positions the programme as part of its wider youth empowerment agenda, implemented alongside initiatives including the Safaricom Foundation, M-PESA Foundation and Citizens of the Future programme.

For Kenya’s sports and business ecosystem, the latest changes signal a tighter link between corporate sponsorship, education outcomes and measurable talent pipelines. Expanded scouting tools at county level could also increase the visibility of players outside traditional urban centres, while the Gothia Cup pathway provides a defined international platform for elite youth talent.

Safaricom said Chapa Dimba, launched in 2017, has produced players who have progressed into local and international football, including Benson Omalla, Bryton Otieno, Austine Odongo, Derrick Oketch, Jentrix Shikangwa, Marion Serenge and Mercy Akoth, among others. The company also said some former participants have represented Kenya at international competitions, including the FIFA U-17 Women’s World Cup.

Next, the tournament will proceed through its ward-to-national structure, with the All-Star selection and scholarship beneficiaries expected to emerge from the season’s scouting and performance assessments, Safaricom said.

Safaricom PLC (NSE: SCOM) on Thursday announced financial results for the year ended March 31, 2026, reporting Group service revenue of KES 414.1 billion and net income of KES 100 billion, as it maintained growth in Kenya while scaling its Ethiopia operations.

In a press release dated May 7, 2026, the telecoms and mobile money operator said it will pay a total dividend of KES 80.1 billion, equivalent to KES 2 per share, comprising an interim dividend of KES 0.85 per share and a proposed final dividend of KES 1.15 per share, subject to shareholder approval. Safaricom said the total dividend represents a 66.7% increase from the previous year.

The company said customer numbers across the Group reached 71.6 million during the period, reflecting operations in Kenya and Ethiopia.

Safaricom’s results matter for Kenya’s business landscape because the company is one of the Nairobi Securities Exchange’s most heavily traded counters and a major contributor to corporate tax receipts and household income through dividends. The operator is also a key channel for digital payments and credit through M-PESA, which underpins significant volumes of retail transactions and small business cashflows.

Peter Ndegwa, Group Chief Executive Officer, Safaricom PLC, said performance in Kenya helped offset headwinds in Ethiopia. “We delivered strong performance, with acceleration in the second half, surpassing Group guidance with outstanding Kenya performance offsetting the impact of currency reforms and the timing of market repair actions in Ethiopia,” Ndegwa said.

In Kenya, Safaricom said service revenue grew by 10% to KES 400.8 billion, while earnings before interest and tax (EBIT) rose 15.3% to KES 182.3 billion.

Adil Khawaja, Chairman, Safaricom PLC, said the Group maintained profitability while continuing investment in Ethiopia. “We have sustained strong growth in service revenue, driven by double digit growth in Kenya and accelerated growth in Ethiopia, while maintaining profitability despite continued investment in Ethiopia,” Khawaja said. He added that the company was “beginning to see the benefits of scale in Ethiopia, with improving commercial momentum and narrowing start up costs.”

Safaricom said Ethiopia contributed 12.5% of the Group’s service revenue growth during the year. The company reported that subscriber numbers in Ethiopia rose to 13.6 million, with network coverage reaching 60% of the population supported by 3,504 sites. Safaricom also reported that service revenue in Ethiopia grew 86.6% to KES 14.1 billion.

Mobile data revenue rose 18.3% to KES 92.9 billion, while M-PESA revenue increased 13.4% to KES 182.7 billion, according to the company. Safaricom said M-PESA in Kenya had 41 million active customers during the year under review.

The performance underscores continued consumer demand for mobile broadband and the centrality of mobile money to Kenya’s payments ecosystem. For investors, the announced dividend implies sustained cash generation, although the final payout remains subject to approval. For the wider market, Safaricom’s Ethiopia trajectory remains a key variable in the Group’s medium-term profitability as the operator balances capital expenditure, regulatory changes and currency considerations in the new market.

Dilip Pal, Group Chief Finance and Innovation Officer, Safaricom PLC, said the company will continue investing in capacity and systems while moving into the next year of its strategy. “We continue to invest in our network and IT systems to support capacity upgrades and user experience. Ethiopia's performance shows reduced losses relative to the previous period, greatly boosting Group performance,” Pal said.

Safaricom said it would move into the second year of its Vision 2030 strategy, with the proposed final dividend expected to be tabled for shareholder approval in line with company and regulatory requirements.

Industry leaders, policymakers and technology stakeholders meeting at the 15th annual Connected Africa Summit in Nairobi have called for the removal of structural and regulatory frictions to unlock seamless connectivity across Africa, according to a statement issued on Tuesday.

The summit is being held at the Edge Convention Centre and is positioned as a forum for advancing Africa’s digital transformation agenda, with speakers arguing that progress will depend on stronger cross-border policy alignment and collaboration among governments and the private sector.

In remarks during a panel discussion, Safaricom CEO Peter Ndegwa said deeper cooperation between the public and private sectors is necessary to scale connectivity and digitise services across the continent.

“To unlock Africa's full potential, we must deepen collaboration between governments and the private sector. By working together, we can create enabling policies, invest in the right infrastructure and accelerate public sector digitisation in a way that is inclusive, scalable and impactful for millions of Africans,” Ndegwa said.

The call comes as East African economies accelerate investment in digital infrastructure and online public services, while grappling with fragmented regulations across borders that can raise the cost of rolling out regional platforms and services. Kenya, as a regional technology and financial services hub, has been central to these discussions, particularly around payments interoperability, data governance, licensing, and spectrum policy.

Safaricom said it used the summit to showcase capabilities of its “converged services” model, which brings together its Enterprise Business, Financial Services, Public Sector Digitisation & Transformation (PSDT), and Technology teams. The company said the structure is intended to support government-facing digital solutions that can be deployed at scale.

Deputy President of the Republic of Kenya Prof. Kithure Kindiki also urged greater use of public-private partnerships, adding that citizen participation should be part of digital transformation efforts.

“The public sector does not have a monopoly on resources. In order to achieve inclusion in the digital market, we must collaborate with the private sector and the citizens themselves,” Kindiki said.

For Kenya’s business landscape, the summit’s focus on harmonised policy and seamless connectivity has implications for telecoms, fintech, logistics, and cross-border trade, where consistent rules can lower compliance burdens and enable firms to expand digital services across multiple markets. Industry executives have repeatedly argued that uneven regulation can slow investment decisions and delay deployment of shared infrastructure.

Safaricom, which is listed on the Nairobi Securities Exchange, said it serves more than 60 million customers across Kenya and Ethiopia. The company reported that its total economic value was estimated at KES 1.1 trillion (US$8.5 billion) for the 12 months to March 2025, and that annual revenues were close to KES 388 billion as at March 2025.

The operator also cited M-PESA’s role in financial inclusion, saying the mobile money platform helped lift financial inclusion in Kenya to 84.8% in 2024 from 26.7% in 2006, and generated more than KES 161 billion in revenue in FY25.

Safaricom said the summit continues into its third day on Wednesday, with speakers expected to push for renewed commitment and coordinated action on connectivity, policy alignment and a shared vision for Africa’s digital future.

Policymakers and technology industry leaders on Monday convened in Nairobi for the 15th annual Connected Africa Summit and called for the removal of structural and regulatory frictions to enable seamless connectivity across Africa.

According to a statement issued from the summit at the Edge Convention Centre on April 28, 2026, participants said Africa’s push toward a unified digital market will require greater policy alignment and collaboration among governments, regulators and private-sector players.

The summit discussions framed connectivity as a prerequisite for digital public services, private innovation and cross-border trade. Speakers cited Africa’s youthful population, growing digital adoption and expanding infrastructure as foundations, but said fragmentation in rules and implementation continues to slow progress.

Safaricom Plc’s Group Chief Executive Officer Peter Ndegwa used a panel session to argue that governments and the private sector must coordinate more closely on infrastructure and digitisation priorities.

“To unlock Africa's full potential, we must deepen collaboration between governments and the private sector. By working together, we can create enabling policies, invest in the right infrastructure and accelerate public sector digitisation in a way that is inclusive, scalable and impactful for millions of Africans,” Mr Ndegwa said.

Safaricom said it used the summit to showcase what it described as the digital capabilities of its “converged services” model, bringing together its enterprise unit, financial services, public sector digitisation and transformation team and technology functions. The company said the approach is meant to support governments with what it termed secure and scalable digital solutions.

Kenya’s Deputy President Prof. Kithure Kindiki also called for public-private partnerships and greater citizen involvement in digital transformation programmes.

“The public sector does not have a monopoly on resources. In order to achieve inclusion in the digital market, we must collaborate with the private sector and the citizens themselves,” Prof. Kindiki said.

The summit’s focus on harmonisation matters for Kenya’s business environment because local telecoms, fintechs and enterprise technology firms increasingly build products that must operate across multiple jurisdictions, each with different licensing, data protection, spectrum and consumer rules. Regulatory alignment can lower compliance costs and reduce friction for services such as mobile money, cross-border payments, digital identity and e-government platforms.

For listed firms such as Safaricom, policy direction around public sector digitisation and regional interoperability can influence future investment decisions and growth opportunities in enterprise services and fintech. In its statement, Safaricom said it serves more than 60 million customers across Kenya and Ethiopia and estimated its total economic value at KES 1.1 trillion (US$8.5 billion) for the 12 months through March 2025. The company also reported annual revenues of close to KES 388 billion as at March 2025 and said its networks cover more than 99% of Kenya’s population.

Safaricom further reported that M-PESA generated over KES 161 billion in revenue in FY25 and that financial inclusion in Kenya reached 84.8% in 2024, up from 26.7% in 2006, attributing the shift to mobile money adoption.

The summit is set to continue into a third day on April 29, 2026, with organisers and participants calling for renewed commitments and coordinated action. The discussions are expected to continue centring on policy alignment, infrastructure investment and governance frameworks intended to support Africa’s digital market ambitions.

Mohit Mediratta, a professional golfer sponsored by Safaricom, won the opening leg of the PGK Equator Tour Second Edition at Vetlab Sports Club in Nairobi, organisers said on April 27, 2026. Mediratta finished on 284 (four under par) and sealed the title with a hole-in-one during the four-day tournament.

According to the press release, Mediratta topped what was described as a “tightly contested corporate leaderboard,” finishing three shots clear of the nearest challengers. Fellow Safaricom-backed golfers Mutahi Kibugu and Samuel Chege finished joint second on 287, alongside Jastas Madoya, who also posted 287.

The PGK Equator Tour is a multi-leg series staged across Kenyan golf courses and supported by corporate sponsors. The organisers said the tour will feature 11 courses countrywide this year, with the second leg scheduled for Thika Sports Club following the Vetlab event.

Mediratta said the win was a confidence boost ahead of the remaining legs. “I am excited to have won the first leg. The hole-in-one came as a complete surprise, it’s a rare moment for any golfer, and I am truly happy about it. The course was quite challenging and the competition was tight, but I managed to stay focused,” Mediratta said in the statement.

He added that the time between events had helped his preparation for the tour. “The break has given me valuable time to practice and prepare, and I am hopeful for a strong rest of the season as I aim to finish top together with my team. This win gives me great confidence, and I am really looking forward to the next legs. I hope to maintain this form throughout the season,” he said.

Rounding out the top 10 were Greg Snow and C.J. Wangai on 289; Robinson Owiti and debutant John Lejirma on 290; Dismas Indiza on 291; and Njoroge Kibugu, Daniel Nduva and David Wakhu on 292, according to the organisers.

The tournament attracted 52 of Kenya’s top professionals, including six debutants, while three women participated after transitioning from the amateur ranks, the press release said. The organisers positioned the series as part of a wider effort to deepen the competitive calendar for local professionals and increase exposure to higher-level tournament conditions.

For Kenya’s sports business and sponsorship market, the tour highlights how large corporates are continuing to finance domestic sporting properties as brand platforms and as talent-development pipelines. The organisers said the tour is backed by several sponsors, including Safaricom, NCBA, Betika, Kenya Airways, Visa, Britam and Johnnie Walker.

The press release linked the tour’s competitive pathway to larger events, saying it is intended to help prepare Kenyan players for international competitions such as the Magical Kenya Open and the 2028 Olympic Games in Los Angeles. With the first leg completed, attention turns to how standings points from successive legs will shape the “road to the Magical Kenya Open qualification,” as described by the organisers.

The next milestone for players will be the second leg at Thika Sports Club, where early leaders will seek to consolidate their positions while challengers attempt to close the points gap.

Safaricom (NSE: SCOM) has committed KES 22 million to serve as the title sponsor of the 2026 Connected Africa Summit, scheduled for next week in Nairobi, according to a company press release dated April 23, 2026.

The summit brings together policymakers, regulators and private-sector players to discuss Africa’s digital transformation, at a time when governments are ramping up programmes to modernise public services and expand digital access.

Safaricom Chief Executive Officer Peter Ndegwa said the next phase of digitalisation requires solutions that can operate reliably at national scale. “Africa’s digital journey is at a point where it is no longer about what is possible, but what can work at scale. There has been strong progress in digitisation, but the focus now is on making systems work in a consistent and practical way,” Ndegwa said.

He added that public-sector digitisation increasingly depends on implementation partners who can deliver end-to-end systems. “Governments need partners who can deliver integrated, secure, and practical solutions that improve how citizens experience services every day. That means building solutions that are connected, secure, and designed around how people use services,” Ndegwa said.

Safaricom said it has supported the Connected Africa Summit since its inception in 2009, positioning its involvement as part of long-running public-private collaboration on regional ICT priorities. “We have supported the summit since its inception in 2009 and in that journey, we have seen firsthand how collaboration across government, industry, and partners has shaped the region’s digital agenda,” Ndegwa said.

The company linked those collaborations to outcomes such as connectivity build-out and growth in digital infrastructure. “Together, we have contributed to key milestones, from infrastructure expansion to the growth of the digital superhighway. These are not just policy wins. They are foundations for a functioning digital economy,” he said.

The announcement comes as Kenya and several African governments push forward digital public service delivery—covering identity systems, payments, citizen service portals and sector-specific platforms—raising demand for secure connectivity, interoperable systems and resilience in critical infrastructure. For Kenya’s business landscape, the summit is typically a forum where public procurement priorities, technology standards and partnerships are discussed, shaping opportunities for telecoms operators, fintechs, systems integrators and cloud and cybersecurity providers.

In the press release’s background section, Safaricom said it serves more than 60 million customers across Kenya and Ethiopia and reported annual revenues of close to KES 388 billion as at March 2025. The company also cited an estimated total economic value of KES 1.1 trillion (US$8.5 billion) for the 12 months through March 2025, and said its network coverage spans more than 99% of Kenya’s population across 2G, 3G, 4G and 5G in aggregate.

Safaricom further said M-PESA generated over KES 161 billion in revenue in FY25 and cited an adult financial inclusion rate of 84.8% in 2024, up from 26.7% in 2006, attributing the figures to its mobile money platform’s role in enabling transactions, savings and credit through mobile phones.

Looking ahead, the title sponsorship places Safaricom at the centre of a high-profile policy and industry meeting that may influence regional priorities on digital infrastructure, government services and cybersecurity. The company did not provide additional breakdowns of how the KES 22 million will be spent, but said the funds are intended to support the success of the conference.

Safaricom PLC and Sprite on April 11, 2026 hosted a “Hook’d on Fresh” content creation masterclass at Pwani University in Kilifi, bringing together more than 500 students for sessions on monetising content on platforms such as TikTok, Instagram and YouTube, according to a joint statement.

The event, held on Friday, focused on helping students move from casual posting to income-generating content through training on trend identification, audience growth, brand partnerships and building sustainable revenue streams. The programme also covered personal finance, including saving and investing early, and included guidance on data privacy, the organisers said.

The masterclass comes as more young Kenyans increasingly look to digital platforms for alternative income sources amid growing internet access and smartphone use. For Kenya’s business landscape, the shift is drawing attention from telecoms, brands and financial services providers that view youth creators as both customers and distribution channels, particularly as digital advertising and influencer marketing become more formalised.

Safaricom said the Pwani University stop is part of a broader “Hook’d on Fresh” university series that has previously been rolled out at Africa Nazarene University, the University of Eldoret and Jomo Kenyatta University of Agriculture and Technology.

“Content creation is already a big part of how young people express themselves. The next step is helping them turn that into something sustainable,” said Fawzia Ali-Kimanthi, Safaricom’s Chief Consumer Business Officer, in the statement.

Students attending the session said the training reframed content creation as a viable income pathway. “I’ve always had a smartphone and posted videos, but I didn’t know how to convert them to an income stream,” said Alfred Fondo, a Computer Science student at Pwani University. “Now I’m thinking differently. This can actually help me support myself.”

Alongside content skills, Safaricom’s wealth team used the session to encourage students to manage earnings and prioritise long-term financial stability, the organisers said, including learning about savings options such as Ziidi money market fund (MMF), which was referenced in the programme agenda.

Safaricom and Sprite also urged youth to participate in the “Hook’d on Fresh challenge” running from April 1, 2026 to April 30, 2026. The statement said creators will compete across nine reward levels, with cash prizes ranging from KES 3,000 at the entry level to KES 20,000 for top performers. The companies also said they will reward creators with “outstanding content” with smartphone devices and data bundles.

In market terms, programmes that combine creator training with financial literacy reflect a broader push by corporates to capture youth spend and engagement while positioning mobile connectivity, mobile money and digital services as enablers of new forms of work. For universities, such initiatives also signal growing demand for practical digital skills that complement academic training, as students seek income opportunities while still in school.

Safaricom is listed on the Nairobi Securities Exchange (NSE: SCOM) and, in its corporate background in the statement, said it serves over 50 million customers and that its total economic value was estimated at KES 1.1 trillion (US$8.5 billion) for the 12 months through March 2025. The company also cited annual revenues of close to KES 388 billion as at March 2025, and said M-PESA generated over KES 161 billion in revenue in FY25.

Next, the organisers are expected to continue the campus series at additional institutions while the April challenge runs to month-end, with winners to be selected across the stated reward tiers.