When Nairobi United Football Club stunned the continent by qualifying for the CAF Confederation Cup group stages, few outside Kenya knew the man behind the scenes, Samwel Born Maina.
The club’s chairman, a former investigative journalist turned media entrepreneur, has quietly built a legacy that bridges football, public relations, and digital storytelling.
Early Life and Education
Born and raised in Kenya in 1986, Samwel Born Maina developed an early interest in media and storytelling.
He pursued his higher education at Masinde Muliro University of Science and Technology, earning a Bachelor’s degree in Journalism and Mass Communication.
His university years were formative, as he began working as a radio presenter at MMUST FM, hosting a Kiswahili gospel show titled Wimbi la MMUST FM and conducting research for news segments.
During his time at university, Maina also interned at Kenya Broadcasting Corporation (KBC), where he worked as a TV news reporter and translator, converting news articles from English to Swahili for both radio and television broadcasts.
Samwel Born Maina’s Career
Maina’s professional journey began with freelance writing for Nairobi Law Monthly and Nairobi Business Monthly, publications owned by city lawyer Ahmednasir Abdullahi.
He later joined K24 as an online journalist before moving to Hivisasa.com as a social media editor.
In 2013, he joined Nation Media Group as a correspondent for Nairobi News and was soon promoted to the investigations desk at the Daily Nation, where he covered governance, corruption, and public policy.
His reporting earned him accolades from the Media Council of Kenya, particularly for health journalism.
In 2015, at just 29 years old, Maina was appointed Director of Communications for Nyamira County Government, becoming one of the youngest to hold the role in Kenya’s devolved system.
He continues to serve in this capacity, overseeing strategic messaging and media engagement.
In 2016, he founded 360 Media and Marketing Agency, headquartered in Australia with regional offices across East and Central Africa.
As CEO, he has led the firm in delivering high-impact media relations, crisis communication, and market research services to political, corporate, and development clients.
Maina’s career also includes contributions to respected publications such as Daily Nation, Business Daily Africa, Biomed Central (BMC), and About Islam, where he has written on topics ranging from public health to socio-political analysis.
Football Leadership and Nairobi United
Founded in 2015 as Balaji EPZ FC, the club rebranded to Nairobi United and began its journey in the Nairobi West Regional League.
Maina credits this humble beginning as the “mustard seed” that grew into a continental contender.
Over the years, he worked closely with coaches, players, and community clubs to build a resilient and ambitious squad.
“In 2018, I started a journey. I didn’t know the destination, but I knew I had the zeal and passion. We fell down but dusted ourselves and stood up again, even in the darkest of circumstances.”
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Under his stewardship, Nairobi United climbed through the ranks:
FKF Division One Zone A (2018–2020)
After rebranding from Balaji EPZ FC, the club began its competitive journey in the Nairobi West Regional League and quickly advanced to Division One.
National Super League (NSL) (2021–2023)
Nairobi United gained promotion to the NSL, where it solidified its reputation as a rising force in Kenyan football.
FKF Premier League (2023–2024)
The club earned promotion to the top tier after defeating 3K FC in a decisive match, marking its entry into Kenya’s elite football league.
CAF Confederation Cup Group Stages (2025)
In a historic achievement, Nairobi United qualified for the continental tournament by beating Gor Mahia in the FKF Cup final and defeating Étoile du Sahel in the playoff round.
Turning Point
A major turning point came in September 2024, when the Johnson Sakaja Foundation acquired the club and invested Ksh50 million to professionalize operations.
This included timely player salaries, infrastructure upgrades, and the establishment of a youth academy.
Governor Sakaja’s support was pivotal in stabilizing and elevating the club’s performance.
Also Read: Sakaja’s Nairobi United’s Remarkable Journey to Mozzart Bet Cup Final
Samwel Born Maina has praised coaches like Paul Okatwa, Simon Mbugua, and Coach Kenyatta, as well as grassroots clubs such as Ruiru Hotstars, Mwihoko FC, Talanta FC, and Kahawa United, for their role in nurturing talent and sustaining the club’s vision.
Today, Nairobi United stands as a symbol of what can be achieved through vision, community support, and strategic investment.
Maina continues to guide the club with a focus on long-term development, youth empowerment, and continental competitiveness.
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