Ministry of Youth Affairs, Creative Economy and Sports

What Ministry of Youth Affairs, Creative Economy and Sports does

The Ministry of Youth Affairs, Creative Economy and Sports (MOYASA) is a state ministry of the Government of Kenya, reconstituted in 2023 via Executive Order No. 1 of 2023 from the former Ministry of Youth Affairs, Sports and the Arts. It operates through two State Departments, Youth Affairs and Creative Economy, and Sports, delivering national policy on youth empowerment, creative industries, and sports development. Its primary constituencies are Kenyan youth aged 18-35 (up to 35 for persons with disabilities), creative economy stakeholders, and the broader sports sector, with service delivery spanning all 47 counties and 1,450 wards.

The Ministry's flagship offering is the National Youth Opportunities Towards Advancement (NYOTA) Project, a World Bank-financed initiative providing integrated Skills and Enterprise Start-up Development (SESD) training, on-the-job experience, apprenticeships, and business start-up capital grants of KSh 25,000-50,000 per beneficiary (of which KSh 3,000 is automatically channeled into an NSSF Haba Haba savings wallet), targeting over 800,000 youth. In parallel it is executing a major sports infrastructure build-out, including the 60,000-seater Raila Odinga International Stadium (Talanta) at 91% completion as the flagship venue for Kenya's co-hosting of AFCON 2027 with Tanzania and Uganda, alongside 77 sports academies, 22 new stadia, and upgrades to existing facilities such as Mumbi Stadium (KSh 950M) and Thika Stadium (KSh 850M). The only disclosed technology asset is a USSD-based digital enrollment platform (*254#) for NYOTA program access; the Ministry does not offer commercial software, APIs, or AI/ML products.

The Ministry is funded entirely through Government of Kenya treasury allocations supplemented by World Bank financing for NYOTA, and generates no commercial revenue, charges no fees, and operates no market-based pricing. Delivery relies on a multi-agency model coordinated with NSSF, the National Industrial Training Authority, the National Employment Authority, the Micro and Small Enterprises Authority, the Kenya Film Commission, the Kenya Academy of Sports, and all 47 county governments. Continental and international partners include the World Bank, FIFA, World Rugby, CAF, and WADA, while forthcoming legislation (Sports Bill 2026, Creative Economy Bill 2026) is expected to formalize the Ministry's regulatory authority over sports and creative industries.

Name

Ministry of Youth Affairs, Creative Economy and Sports

Legal name

Ministry of Youth Affairs, Creative Economy and Sports

Website

https://moyasa.go.ke

Company type

Private

Founded year

2023

Operating status

Operating

Short description

The Ministry of Youth Affairs, Creative Economy and Sports is a Kenyan government ministry that formulates policy and delivers programmes in youth empowerment, creative industries, and sports development across all 47 counties, anchored by the World Bank-financed NYOTA Project.

Ownership category

akta.pro rank

Product category

Government Public Services (Youth, Sports, Creative Economy)

NAICS

Educational Support Services (611710), Civic and Social Organizations (813410), Grantmaking and Giving Services (81321), Grantmaking and Giving Services (8132)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro industry

PRIMARYEDADALAI

Workforce, Employability & Youth Skills Partnerships

Education/Education Administration, Accreditation & Policy/Education Partnerships, Intergovernmental & NGO Programs

SECONDARYBPADABAE

Education, Skills & Workforce Development Aid Programs

Business & Public Services/International Organizations & Development/Bilateral Development Agencies & Aid Programs

SECONDARYBPAIAKAE

Income Support & Cash Assistance Programs

Business & Public Services/Public Sector & Government Administration/Social Security, Benefits & Welfare Administration

SECONDARYEDADALAC

NGO/Nonprofit Education Programs & Service Delivery

Education/Education Administration, Accreditation & Policy/Education Partnerships, Intergovernmental & NGO Programs

SECONDARYBPAGABAA

Rural Livelihoods & Economic Empowerment

Business & Public Services/Nonprofit, NGO & Social Services/International Development & Poverty Alleviation

Keywords

• Youth empowerment programs
• Skills training
• Sports infrastructure
• Creative economy policy
• Business startup grants

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Others

Revenue model

1. Government Budgetary Allocation: The Ministry operates as a government ministry funded through national budgetary allocations from the Government of Kenya treasury. The Ministry does not generate commercial revenue but allocates public funds to youth empowerment programs, sports development, and creative economy initiatives.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Ministry provides public services across three pillars: youth empowerment (skills development, on-the-job training, business start-up capital of KSh 25,000-50,000 per beneficiary, apprenticeships under the World Bank-financed NYOTA Project); sports development (talent identification, stadium construction, athlete rewards, sports academy rollout of 77 facilities nationwide); and creative economy promotion (film industry festivals, regulatory frameworks including the Creative Economy Bill 2026). Programs are funded through Government of Kenya treasury allocations and delivered free of charge to Kenyan citizens across all 47 counties.

Product overview

The Ministry operates a portfolio of government programs and infrastructure spanning youth empowerment, sports development, and creative economy promotion. The core youth empowerment offering is the NYOTA Project (National Youth Opportunities Towards Advancement), a World Bank-financed initiative providing integrated skills training, on-the-job experience, business start-up capital, and apprenticeship placement across all 47 counties. Sports infrastructure includes flagship stadiums (Talanta/Raila Odinga International, Mumbi, Wajir) and 77 sports academies under construction. The creative economy is anchored by Kalasha International Film & TV Market, with upcoming Creative Economy Bill 2026 legislation. Additional offerings include Kenya Academy of Sports talent camps, National Youth Council elections, and various policy publications including National Youth Policy 2026 and Sports Bill 2026. The ministry does not offer commercial software products but delivers public programs through government channels including USSD (*254#) for NYOTA access.

Differentiator

Problem solved

Functional benefit

Products and services

• NYOTA Project (National Youth Opportunities Towards Advancement) A youth empowerment program providing skills development (SESD), on-the-job experience under skilled master trainers, business start-up capital (KSh 25,000-50,000 per beneficiary, with KSh 3,000 auto-routed to NSSF Haba Haba savings), apprenticeship pathways with NITA competency certification, and access to Labour Export Programme for unemployed Kenyan youth aged 18-35 across all 47 counties and 1,450 wards. Projected to impact over 800,000 youth.
• Kenya Academy of Sports (National Sports Talent Camps and Elite Training Programme) Government institution delivering national sports talent identification and nurturing programs, including National Sports Talent Camps (2,990 athletes) and the Elite Training Programme (560 athletes planned for 2026 enrollment), supporting Kenya's athletes from grassroots through to international competition across multiple sports disciplines.
• National Youth Council An elected youth representative body mobilising young people for national development, promoting youth participation in decision-making, and advising the Government on youth-related matters through formal institutional representation.
• Kalasha International Film & TV Market Annual film and television industry festival organised by Kenya Film Commission with Ministry support, featuring market events, screenings, and networking opportunities to position Kenya as a regional hub for film and television production. Targets filmmakers, artists, performers, and creative industry operators across Kenya's creative economy.

Quantifiable outcome

• NYOTA Project projected to impact over 800,000 youth across all 47 counties
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• National Social Security Fund (NSSF)coreStrategic or Co-development PartnerNSSF partners with NYOTA Project through Haba Haba savings wallet, automatically enrolling all beneficiaries in savings scheme to promote financial security. KSh 3,000 of each KSh 25,000 grant is channeled to NSSF savings accounts.
• National Industrial Training Authority (NITA)coreStrategic or Co-development PartnerNITA administers competency-based assessments for NYOTA beneficiaries after apprenticeship completion, awarding nationally recognized certification to enhance employability and access to sustainable livelihood opportunities.
• National Employment AuthoritycoreStrategic or Co-development PartnerPartner in NYOTA Project implementation, managing Labour Export Programme that enables certified youth to access formal employment opportunities both locally and internationally.
• Micro and Small Enterprises Authority (MSEA)coreStrategic or Co-development PartnerPartner in NYOTA Project providing enterprise development support to youth entrepreneurs across Kenya.
• State Department for Labour and Skills DevelopmentcoreStrategic or Co-development PartnerCollaborating ministry in NYOTA Project implementation, providing skills development frameworks and labor market integration.
• State Department for Micro, Small and Medium Enterprise DevelopmentcoreStrategic or Co-development PartnerCollaborating ministry in NYOTA Project, providing MSME development frameworks and enterprise support mechanisms including Hustler Fund, Uwezo Fund, and Kenya Industrial Estates.
• Kenya Film CommissioncoreStrategic or Co-development PartnerGovernment agency organizing Kalasha International Film and TV Market Festival, positioning Kenya as a regional hub for film and television. Ministry supports through policy formulation and Creative Economy Bill 2026.
• Kenya Academy of SportscoreStrategic or Co-development PartnerNational sports talent identification and nurturing institution implementing National Sports Talent Camps, training 2,990 athletes with 560 to be enrolled on Elite Training Programme in 2026. Ministry provides policy direction and funding.
• Confederation of African Football (CAF)coreStrategic or Co-development PartnerContinental sports governing body overseeing AFCON 2027 co-hosting by Kenya, Tanzania, and Uganda. Kenya building Talanta Stadium (91% complete) and upgrading facilities to CAF standards.
• FIFAcoreStrategic or Co-development PartnerWorld football governing body selecting Kenya to host 2026 FIFA Women's Series matches, marking first FIFA global football event in Kenya. Kenya also participating in FIFA International Friendly Series.
• World RugbycoreStrategic or Co-development PartnerWorld Rugby Sevens Series organizing body selecting Kenya as second African nation after South Africa to host HSBC SVNS Division 2 Nairobi Leg at Nyayo National Stadium.
• Sports KenyacoreStrategic or Co-development PartnerState corporation managing sports facilities including Kasarani and Nyayo stadiums being upgraded for AFCON 2027. Implementing ministry's sports infrastructure development plans.
• National Authority for Campaign Against Alcohol and Drug Abuse (NACADA)minorStrategic or Co-development PartnerEngages NYOTA beneficiaries on drug and substance abuse prevention through Civic Education sessions during SESD training programs across counties.
• Tanzania and Uganda (PAMOJA Partnership)coreStrategic or Co-development PartnerRegional partnership for co-hosting AFCON 2027. Three countries coordinating infrastructure, hospitality, security, media, transport, and PAMOJA Visa Framework for seamless fan movement during tournament.
• World Anti-Doping Agency (WADA)coreStrategic or Co-development PartnerGlobal anti-doping body that removed Kenya from compliance watchlist after successful implementation of corrective measures. WADA commends Kenya's progress in anti-doping reforms and maintains ongoing compliance oversight.
• Social Arts and Social Development Fund (SASDEF)minorStrategic or Co-development PartnerGovernment fund under ministry oversight supporting social arts and development initiatives.

Scale indicators27 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Ministry of Youth and Arts (Rwanda): Rwanda's ministry focused on youth empowerment and creative industries. Directly comparable East African peer that previously chaired the Jobs for Youth in Africa Community of Practice (handed to Kenya in 2023), with similar skills and entrepreneurship programs.
• Youth Employment Agency (Ghana): Ghana's dedicated agency implementing youth employment, apprenticeship, and entrepreneurship programs. Comparable as a national-level government entity delivering integrated skills-to-employment pathways similar to NYOTA.
• Ministry of Gender, Labour and Social Development (Uganda): Uganda's equivalent ministry handling youth empowerment, labor markets, and social development. Both are East African state entities with overlapping youth skills, employment, and livelihoods mandates, and Uganda is Kenya's AFCON 2027 co-host partner.
• Ministry of Culture, Arts and Sports (Tanzania): Tanzania's ministry responsible for culture, arts, and sports policy. Directly comparable as the third PAMOJA AFCON 2027 co-host with Kenya and Uganda, with equivalent functions in youth talent development and creative economy regulation.
• National Youth Service (Kenya): Kenya's own national youth service agency under a parallel ministry, delivering youth training, skills, and deployment programs. Comparable as a domestic peer operating adjacent youth empowerment programs that intersect with MOYASA's NYOTA mandate.

Broad incumbents

• Department for Culture, Media and Sport (United Kingdom): UK's equivalent department covering sport policy, creative industries, and youth/cultural programming. Comparable as a mature government body managing sports infrastructure (stadiums, academies), creative economy regulation, and youth development programs.
• Federal Ministry of Youth and Sports Development (Nigeria): Nigeria's federal ministry handling youth and sports policy. Comparable as Africa's largest youth-focused government body with similar programs in skills training, sports talent development, and youth enterprise funding.
• Department of Sport, Arts and Culture (South Africa): South Africa's national department managing sport, arts, culture, and recreation. A larger and more established peer with similar three-pillar mandate and substantial historical infrastructure (stadiums, academies, creative industry funding).

Others

• Kenya Film Commission: Government agency under MOYASA's oversight running the Kalasha International Film & TV Market. Comparable as a downstream ecosystem player that operationalizes the Ministry's creative economy mandate, including the Creative Economy Bill 2026.

Emerging players

• YouthConnekt Africa (UNDP/African Union): Pan-African initiative supported by UNDP and AU that convenes youth skills, employment, and entrepreneurship programs across the continent. Comparable as an emerging peer framework whose Africa-wide model parallels NYOTA's national-scale design.

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@moyasake
• Xx.com/moyasa_ke
• Facebookfacebook.com/YouthAffairsCreativeEconomyandSports

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Ministry of Youth Affairs, Creative Economy and Sports