Globally renowned football content creator and AFTV founder Robbie Lyle has hailed Kenya as one of Africa's most promising digital content markets, saying the country's passionate football culture, highly engaged online audience and growing digital infrastructure position it to become a continental leader in the creator economy.
Lyle made the remarks during a media engagement at the Nairobi Serena Hotel on Saturday, where he was accompanied by fellow AFTV personalities Lee Judges, Cecil Lee Thomas, Kenyah Lyle and Global Fan Network (GFN) chief executive Brett Lotriet. The team is in Kenya for a six-day programme supported by Safaricom, Nairobi Serena Hotel and 82 Sports that features Arsenal watch parties, fan engagement activities, a content creators' symposium, community outreach and digital media workshops.
The visit is aimed at strengthening AFTV's relationship with Kenyan football fans while equipping young creators with practical skills to build sustainable careers through digital platforms.
Lyle praised Kenya's hospitality and revealed that one of his first stops was a Safaricom shop at Jomo Kenyatta International Airport to purchase a local SIM card and register for M-Pesa services.
"I first thought Safaricom had something to do with safaris," he joked.
"Then I realised it's the biggest telecommunications company in the region. I've already got my SIM card and now I can transfer money, although my children might soon start asking me to send them some."
Lyle noted Kenya continues to stand out because of the enthusiasm shown by football supporters whenever AFTV visits.
"The last time we came here, the support was phenomenal. I remember going back to England and people were amazed by the videos from Kenya. Then when Arsenal won the league, seeing the celebrations here was incredible. It's only natural for us to come back."
Reflecting on Arsenal's preparations for the new 2026/2027 season, Lyle expressed confidence that the Premier League champions are well placed to defend their title under manager Mikel Arteta.
"We're going into the season as champions and favourites. The club is stable, we have got a stable manager and there's real excitement around the team," he observed.
He noted that the recently concluded FIFA World Cup had created an unusual pre-season, with many players returning after a demanding campaign.
"Someone like Declan Rice has played over 60 matches. He's probably exhausted, but that shows the mentality of the players. Pre-season is important because they need to get back to full sharpness."
Lyle also spoke enthusiastically about Arsenal's activity in the transfer market, claiming the club was closing in on Brazilian midfielder Bruno Guimaraes while expressing optimism over the possibility of signing Vinicius Junior from Real Madrid.
"If Arsenal can pull off those signings, they are the type of players who can help you win the UEFA Champions League. What I like is that the club isn't standing still. They're showing ambition."
Beyond football, Lyle devoted much of the discussion to the rapid growth of the creator economy, insisting that Africa's future in digital media is exceptionally bright.
"I really believe that in the next 10 years Africa is going to emerge as a real superpower when it comes to content creators," he said. "There is so much talent here and I want to see what we can do to help creators build sustainable careers."
He pointed to the United Kingdom, where YouTube alone contributes billions of pounds to the economy annually, adding that governments are beginning to recognise digital content creation as a serious economic sector.
"The creator economy is huge. It's a great time to be creating content and I think initiatives like this will help young people break through."
Cecil Lee Thomas encouraged aspiring creators to remain authentic and consistent while developing expertise in a specific niche.
"You've got to be consistent, whether it's YouTube, TikTok or Instagram. Be yourself, find your niche and keep working. Competition will always be there, but consistency wins," he explained.
Lyle described Kenya as one of Africa's most engaged digital markets and challenged local creators to take advantage of that audience.
"I've seen the engagement every time I post content from Kenya. The people here react, they comment and they share. That is something creators should utilise."
Cecil also encouraged collaboration, inviting Kenyan creators to work alongside the AFTV team during their stay.
"We're here for six days. Use us. If you want inspiration or content, come and work with us."
Lee Judges echoed those sentiments, saying success in content creation demands patience and relentless hard work.
"You need a bit of luck, but once you get your opportunity you've got to work. Nothing comes easy. Football changes every week, so there's always something to create content about."
He also urged creators not to imitate others.
"If you're trying to be something you're not, people will eventually find out. Be yourself because that's what audiences connect with."
Kenyah Lyle, one of AFTV's emerging presenters, said her journey began behind the camera in production before moving into presenting.
"I just say how I feel. Not everyone will agree with me, but that's okay. People now see the same conversations I have with the team, just in front of the camera."
Global Fan Network chief executive Brett described Kenya as the continent's digital innovation leader and revealed that Africa already contributes around four billion views across the company's network.
"Kenya is the Silicon Valley of the digital age for this continent. The digital footprint creators are building here is incredible, and we want to establish long-term partnerships rather than simply visiting every few months."
Safaricom said the partnership aligns with its purpose of transforming lives through football and digital innovation.
The company's representative noted that football remains one of Kenya's biggest passion points, citing the Chapa Dimba tournament, which attracts about 60,000 participants annually and has produced players now representing Kenya internationally.
Safaricom also unveiled its new "Pata More" data campaign, which doubles customers' data allocation at the same price, noting that the initiative is designed to empower content creators who rely on affordable internet to produce and monetise their work.
Nairobi Serena Hotel Regional Marketing Director Maureen Okore explained that sports diplomacy has become an important part of the hotel's engagement strategy across Africa.
"Sport unites communities regardless of age, race or background. Hosting AFTV allows us to bring people together while showcasing Kenya's hospitality."
She reminded guests that the hotel's Amani Room, where the media briefing was held, is the same venue where former United Nations Secretary-General Kofi Annan brokered Kenya's 2008 post-election peace agreement.
The AFTV team's itinerary includes an Arsenal watch party for the club's pre-season match against Girona, a supporters' parade through Nairobi's central business district beginning and ending at the Kenya National Archives on Sunday, a visit to the 82 Sports football tournament at Toi Primary School in Kibera where Lyle will present trophies, a meet-and-greet with fans, an Arsenal documentary screening at Conquer 254, and a content creators' workshop at Zetech University focused on monetisation, branding and audience growth.
For Lyle, however, the trip is about more than football.
"My parents are Jamaican, but my roots are African," he said. "Coming here feels natural, almost like coming home. Every time I visit Africa I see incredible talent and opportunity. I genuinely believe the future of the creator economy is going to be shaped here."
