This study sought to establish how Kenya Premier League football clubs responds to changes in the external environment which is political, economic, social, technological, legal and ecological factors. Factors that led to choice of some strategies and not others were also established. The study was anchored on Game Theory which assesses strategic interactions in which the outcome of one’s choices depends on the choices of the others. The study adopted an exploratory research design since not much is researched on KPL management at the Kenyan scholarly level. Qualitative data was collected through interviews which were administered face to face by the interviewer to the purposively sampled respondents. The targeted respondents were secretaries, CEO’s and chairmen of seven clubs in the Kenya Premier League. Data collected from the seven club officials was analyzed using content analysis by putting it into context and presenting it in prose form. The study found that the league is affected by all macro environmental factors except ecological changes. Economic changes were top of list in affecting the clubs negatively in operations followed by political changes. Further, the study established that a club sponsorship structure greatly affects the response strategy adopted to changes in the external environment. During the course of this study, limitation was experienced in getting the key respondents for the interview due to the high intensity of football matches around the time of research, making the club secretaries and chairmen extremely busy. Additional studies in the Kenya Premier League and the sports industry in general, on its responses to internal environment would be viable in future. The researcher recommends a fully planned, organized and controlled strategic layout for Kenya Premier League. This will be perfectly achieved once the clubs abide to the recently introduced Sports Act, signed into Law in January 2013. Further, the community clubs should be managed independently as a legal entity which will leave them off their tribal kins who manipulate the club’s management hindering their growth. Also, KPL clubs should initiate more organizations to nurture young talents for continuity purposes and better coaching of players. What is coming up now is that the government has finally appreciated that sports is a business, which when professionally managed, the society will benefit more from this recreational game.

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