A-GOAL Supported by Kikkoman Receives Japan Sports Agency Commissioner’s Award at Sport for Tomorrow Conference 2026
March 18, 2026
Since 2020, Kikkoman has been providing sponsorship to the general incorporated association “A-GOAL” in Kenya. As part of its initiatives under the philosophy of “Connecting Africa and Japan through Sport to Build a Sustainable Society,” A-GOAL organizes a youth soccer league in Kibera, Africa’s largest slum, aiming to prevent juvenile delinquency. From the 2025 season, Kikkoman became the league’s naming rights partner, and A-GOAL was honored as a recipient of the Certificate of Appreciation from the Commissioner of the Japan Sports Agency at the Sport for Tomorrow Conference 2026. This event was hosted by Sport for Tomorrow (SFT), an international sports exchange and cooperation program created and led by the Japanese government, and this certificate recognizes A-GOAL’s contribution to advancing international sports exchange and cooperation for the 2025 season.
On February 24, 2026, "KIKKOMAN presents Kibera A-GOAL League" Chairman, Mr. Kenneth Rashidi, and Vice Chairman, Mr. Collins Wasonga, travelled from Kenya to Tokyo to receive this prestigious award. After the ceremony, we were able to meet with Ken and Collins to learn more about A-GOAL’s social impact activities in Kibera, and how the Kikkoman Group is providing support.
Kikkoman: For context, could you briefly recap when A-GOAL first began its activities and how the organization has developed since then?
Ken: "Kibera A-GOAL League" first launched in October 2022, with 600 members. Now we have approximately 2,300 participants when school is in session and around 2,700 when schools are closed for holidays. During school holidays, we play soccer not only on weekends, but also during the week to keep Kibera community children busy and away from crime.
Kikkoman: This award recognizes your achievements in advancing international sports exchange and cooperation. In your view, what key factors enabled A-GOAL to realize this level of impact?
Collins: It is about passion. We want to do all we can to serve the children.
Ken: Yes, passion and the right connections. For Kibera this was A-GOAL. And then, A-GOAL’s connection to Kikkoman. The passion to help Kibera’s youth coupled with the right connections has boosted morale in the community.
Kikkoman: "Kibera A-GOAL League" is largely associated with your support for youth soccer. But during the COVID-19 pandemic and during the floods in Kibera last April, A-GOAL also provided other forms of assistance. Could you give us some information about this assistance and who received it?
Ken: During the COVID-19 pandemic there was a serious food shortage. The Kibera community asked A-GOAL for help, and began to receive weekly support from Kikkoman.
Collins: During other disasters, including the floods in April 2024, and when fires resulting from poor electrical infrastructure have occurred as well, A-GOAL has been there with provisions for locals in need.
Kikkoman: We are honored to support your youth initiatives through post game meals, in line with our mission to fill the world with the joys of food. From your perspective, what are the most meaningful benefits of combining sports programs with food support initiatives in local communities?
Collins: The population in Kibera is high. Food security is an issue for households. Post-game meals are provided not only for league players but also for their siblings. This is especially important for households where youth are taking care of their younger siblings when mothers are out working in neighboring cities, sometimes a two to three hour walk away. Also, provision of women’s health products helps to strengthen relationships between mothers and daughters and prevents girls from having to miss school or soccer. The league is not just a place for girls and boys to play soccer, it is also a means by which to touch and change lives. It is a place to come together, bond and unify.
Ken: Such supportive activities help youth believe that they can also become responsible members in their community and be looked up to by younger generations.
Kikkoman: Looking ahead, what are A-GOAL’s priority focuses for the next stage of its development, both within Kenya and across the broader region?
Ken: First and foremost, we want to raise a community that can turn around and raise itself one day. In Kenya we often say that a candle loses nothing by lighting another candle. We hope this will be similar to a process where one candle is used to light another and then another and then another in a continuous chain. This is what A-GOAL aims to be, a supportive structure enabling the community to be able to raise itself in the future, with each generation looking up to the next.
Kikkoman: From your perspective, how do partnerships with companies contribute to A‑GOAL’s ability to create sustainable social impact?
Ken: It has become even harder for Kibera households to provide children with three meals a day. Our partnership with Kikkoman helps to improve household food security. Participation in the A-GOAL league secures food for Kibera youth. Also, we have been able to take our players to other countries. Recently in Tanzania, our teams, wearing uniforms with the Kikkoman logo, performed strongly and made us, and them, proud.
The Kikkoman Group wholeheartedly congratulates A-GOAL on this immense achievement, and looks forward to continuing support of its sports-based community outreach for youth in Kibera.
Reference URL (Japanese only) : KIKKOMAN presents Kibera A-GOAL 2025