The Lions of Nairobi: How a 5th-Tier Team Captured the World’s Attention

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By Noreen Kituyi


In the heart of Nairobi, a football revolution is being measured by something far more rare than trophies: profitability. Kahawa Pride FC, currently competing in the lower tiers of the Kenyan football pyramid, has become a global case study in how digital storytelling and radical transparency can build a sustainable sports model from the ground up.

The modern era of the club is driven by a unique partnership. Hayes Cannup, who founded the apparel brand JerseyBird in 2019 while studying at the University of Tennessee, owns 50% of the club alongside Mathias Olander.

(Left)- Hayes Cannup (Right)- Mathias Olander
The story of how they came up with the idea to purchase the club is a testament to the global nature of the "beautiful game." In August 2019, while Olander was coaching at the Swedish club IF Elfsborg, he first heard about the potential of the Kahawa project from Kenyan international star Joseph Okumu, who was playing for the Swedish side at the time. Together, Hayes and Mathias hold a half-stake in the club, with the remaining 50% held by undisclosed parties, maintaining a balance between international investment and local roots.
 Source_Citizen Digital

The club’s journey took a professional turn in August 2022, when it officially rebranded from the Kahawa Sports Academy to Kahawa Pride Football Club. This wasn't just a name change; it was a commitment to a full-scale football ecosystem. Today, the club serves players as young as 5 and 6 years old, all the way up to their competitive senior men’s and women’s squads.

Source_Instagram

The "Pride" era began with a trial by fire. Shortly after rebranding, the senior men’s team played their first official match against KPL giants Kariobangi Sharks at the legendary Nyayo National Stadium. It was a day of profound "firsts"—for many players, it was their first time ever playing on a professional grass pitch rather than the dusty "blackrock" surfaces of the estates. In a match attended by FKF President Nick Mwendwa, Kahawa Pride lost 4-1, but the scoreline mattered less than the statement: they were ready for the national stage.

Source_Instagram

The YouTube Revolution & Radical Transparency

What truly sets Kahawa Pride apart is the "Road to the Kenyan Premier League" series on YouTube. This isn't just a highlight reel; it is a raw, behind-the-scenes look at the struggle of lower-league football. The series has built a global community that is invested not just in the goals, but in the players' lives—documented through their move into the "Lions Den" (the team's mansion/clubhouse) and their daily training grinds.

"Lions Den"

In a move that has stunned the local sports industry, the club has embraced radical financial transparency. They are the first team in Kenya to publicly share their balance sheets on camera, breaking down exactly how they fund a professional operation in the 6th tier:

Jersey Sales: Leveraging Jersey Bird's global reach, the club sells professional-grade kits to fans worldwide, with 10% of proceeds going directly back to the club.


YouTube AdSense: The documentary series generates monthly revenue that helps cover operational costs like player salaries and the clubhouse "mansion."
Jersey Bird YouTube

Digital Memberships: Through platforms like Discord and YouTube memberships, fans become "digital stakeholders."

This model recently achieved the "impossible" in Kenyan grassroots sports: Kahawa Pride became the first team at their level to register a monthly profit. By turning the club into a media entity, Hayes and Mathias have proven that a football team doesn't need to wait for the Premier League to be a successful business.
Source_JerseyBird

By showcasing the grit of the 6th division from scouting trips to the challenges of away matches, Kahawa Pride is proving that transparency builds trust, and trust builds a brand. As they continue their climb, they aren't just playing for promotion; they are building a blueprint for how African football can thrive independently.

The climb to the Premier League is far from over. You can follow every goal, setback, and financial update on YouTube (via JerseyBird) and across their social media pages. By joining their digital community, you aren't just watching a team, you’re witnessing the blueprint for the future of African football.







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