NAIROBI, Kenya, June 14 – Visa has partnered with the Bloggers Association of Kenya (BAKE) for the 10th edition of the BAKE Awards as the payments company seeks to support Kenya’s expanding digital creator economy.
Under the partnership, Visa will sponsor the Lifestyle Category and work with content creators, influencers and digital publishers on financial literacy and digital payment solutions aimed at improving content monetisation.
The collaboration comes as Kenya’s creator economy continues to grow, with more individuals earning income through social media platforms, digital publishing, content creation and online entrepreneurship.
Visa Kenya Country Manager John Njoroge said the company is looking to support creators as they increasingly operate as businesses and engage with audiences and clients across different markets.
“The creator economy in Kenya has evolved beyond entertainment and is becoming an important source of employment and innovation,” he said.
According to Visa, many creators face challenges related to receiving payments, managing online transactions and accessing secure financial services, particularly when dealing with international clients and brands.
The BAKE Awards, which celebrate excellence in digital content creation, have become one of the country’s leading platforms for recognising bloggers, influencers, podcasters and other digital creators.
BAKE Chairperson Kennedy Kachwanya said the partnership reflects the growing importance of the creator economy and the need for stronger links between content creators and financial services providers.
The 2026 BAKE Awards are being held under the theme “The Creator Economy: Turning Content into Capital,” highlighting the increasing commercialisation of digital content creation.
Public voting for the awards is currently underway ahead of the winners’ gala scheduled for June 27 in Nairobi, where the Lifestyle Category winner will be announced.
The partnership underscores the growing interest by financial services firms in Kenya’s digital economy, as more creators seek sustainable ways to generate income from online content and reach audiences beyond local markets.
