While the political limelight often shines on President William Ruto, his son, George Kimutai Ruto, is quietly building a formidable business empire in the sports sector. Armed with a fresh Master’s degree in Sports Management from the UK, the "First Son" is making moves that have industry insiders talking.

George, known for his low-key demeanor compared to his siblings, has reportedly invested heavily in a sports consultancy and management firm. The venture aims to professionalize talent management in Kenya, bridging the gap between local athletes and international leagues.

The Business Model

Sources indicate the company is focusing on football and athletics, leveraging the Gambling Control Bill signed by his father to tap into the "Sports, Arts and Social Development Fund."

• Betting Links? Speculation is rife about his involvement in the betting industry. With the government taking a 15% tax cut for sports development, George’s firm is positioned to be a key service provider for the sector.
• Matatu Roots: Before sports, George cut his teeth in the transport sector, operating a fleet of matatus. Critics questioned the compliance of his vehicles, but supporters argue it shows his entrepreneurial grit.
• Vision: "He wants to be the Jorge Mendes of Kenya," said a close associate, referring to the legendary Portuguese football agent. George is advocating for better stadiums and professional structures to monetize Kenya’s talent.

Conflict of Interest?

As with all "First Family" businesses, questions of conflict of interest arise. Can his firm compete fairly for government contracts? For now, George is playing his cards close to his chest, letting his investments do the talking.