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ETA Awards 2025: A National Platform Elevating Youth Excellence and Innovation

Machakos County is poised to host one of Kenya’s most anticipated youth events on 5 September, as the ETA Awards 2025 return with renewed vigour and a record-breaking reach. Widely regarded as the country’s most credible youth recognition platform, the ETA Awards continue to distinguish themselves through a steadfast commitment to transparency, inclusivity, and the celebration of authentic talent across diverse sectors.

From entertainment and entrepreneurship to governance and grassroots development, the awards spotlight young individuals whose contributions are shaping Kenya’s socio-economic landscape. This year’s edition marks a significant milestone, having drawn over 121,000 applications across 31 categories—yet only 276 nominees made the final cut, underscoring the platform’s rigorous standards and its ethos of merit-based recognition.

At the recent nominee unveiling in Nairobi, Susan Syombua Kioko, CEO of the Syombua Kioko Foundation and a principal partner of the event, reiterated her dedication to youth empowerment, with a particular emphasis on the boy child. “This partnership offers youth—especially those from humble beginnings—a chance to shine, be seen, and build their future through talent and innovation,” she stated, highlighting the Foundation’s direct impact on over 3,000 boys through mentorship and skills development programmes.

The ETA Awards’ evolution from a modest initiative to a nationally respected movement is emblematic of the power of purpose-driven leadership. Edward Ndari, the organisation’s CEO, reflected on its origins, recalling how he withdrew just Sh101,000 from Family Bank to fund the inaugural ceremony. “ETA was never about profit—it was built on purpose, passion, and an unshakable belief in the potential of young people,” Ndari remarked, framing the awards as a vehicle for social transformation rather than commercial gain.

This year’s event benefits from a robust network of corporate and community support. Coca-Cola has powered nationwide roadshows, amplifying youth engagement in counties such as Kitui, Embu, Nairobi, and Machakos. Other partners—including Basiran, Woodnork Greed, Kifalme Waste Management, Captain Mamba, and Arizona International College—have contributed to the event’s visibility, infrastructure, and outreach. Notably, Cross Entertainment, led by Dr Patrick Kihiu, has played a pivotal role in elevating production standards, sponsoring half of the setup budget and delivering a world-class experience that rivals international benchmarks.

Beyond the awards ceremony, the ETA platform is increasingly becoming a springboard for leadership and advocacy. In a bold declaration, Syombua Kioko announced her intention to contest the Machakos Woman Representative seat in 2027, pledging to champion inclusive, youth-centred governance. Her candidacy signals a growing trend of civic-minded individuals leveraging grassroots initiatives to enter formal political spaces, with a focus on equity, innovation, and community resilience.

As the countdown to ETA 2025 begins, the event stands not merely as a celebration of youth achievement, but as a testament to the transformative potential of strategic partnerships, ethical leadership, and sustained investment in local talent. In a country where young people constitute the majority, platforms like ETA are not just ceremonial—they are foundational to Kenya’s future.